Colgate has engaged Coupons.com (UK), the leading provider of secure digital coupon promotions for FMCG brands and grocery retailers, to manage coupon distribution on Facebook for their ‘Invisible Nasties’ campaign.
The coupon campaign is part of a wider integrated marketing programme that incorporates a range of promotional mechanics to raise the awareness of the oral health benefits of regularly changing your toothbrush.
The Colgate campaign includes a short video on the brand’s Facebook page that includes the ’Invisible Nasties’ characters with the aim of driving consumers to purchase a new manual Colgate 360° toothbrush. The campaign encourages consumers to consider replacing their toothbrush in line with dentist recommendations that toothbrushes should be replaced every three months. Fans of Colgate on Facebook that watch the 30 second video on the fan page will be rewarded with a 50p off secure digital coupon for use across major retailers.
The campaign spans a variety of mediums, including in-store promotional mechanics; videos via on demand TV channels; a quarterly eCRM campaign and use of social media to convey the ‘Invisible Nasties’ message to a wider audience.
Oliver Felstead, Managing Director at Coupons.com UK & Europe comments, “We are delighted to be helping Colgate engage their target market across social media and to encourage in-store purchase through use of coupons.”
He adds, “As increasing numbers of consumers plan their shop ahead of going to the store, digital coupon-based promotions are becoming increasingly key in helping brands connect consumers’ desire for value with marketing activities that reinforce core brand messages and equity.”
www.couponsinc.co.uk