COLGATE BOOSTS PREMIUM SALES, BASKET SIZES & SHOPPER INSIGHTS
WITH A GAMIFIED SURVEY
CHALLENGE
Unable to Proactively Engage Prospective Shoppers
Without a customer database, Colgate can’t engage past customers or use previous campaign insights to actively drive sales.
Sought to identify Untapped Customer Segments
Risk of missing out on high value customer segments, e.g. Is it only the youth segment that is keen on whitening products?
Lack of Testing Stalls Premium Adoption
To drive shoppers to switch towards premium products, Colgate needs to test and validate different strategies and track results.
Widening Gap between Customer Expectations and Reality
Shoppers want personalized oral care solutions; brands struggle to capture actionable data on their oral preferences.
SOLUTIONS
Colgate Smile Rewards Platform
To bring the idea to life, we created a seamless mobile platform that incentivizes shoppers to participate and interact through mini surveys, challenges, gamification, and reward-based activities in exchange for their data and receipt uploads.
RESULTS
AWARDS
Most Effective Use
Zero Party Data
HOW IT WORKED
The A-C-E Framework
Activate: We launched 360-degree marketing efforts, from social media channels and KOLs to POSMs and roadshows that led people to the digital platform, tracking the source of every signup and user behavior from every touchpoint.
After scanning the QR code or clicking the link, they are led to a survey. Then a chatbot that reveals a digital scratch card game that can reveal points or prizes.
To get more game chances, they are asked to upload a receipt with a minimum spend of $20 on Colgate’s qualified SKUs.
Capture: Colgate launched a seamless digital platform to capture shopper insights through a gamified mini survey. Participants answered a few quick questions on oral care preferences and unlocked a digital scratch card reward, boosting engagement and participation.
Powered by AI-driven Smart Receipts, the platform gathered detailed transaction data from WhatsApp receipt uploads, including spend amount, SKUs purchased, store location, and basket size. This linked consumer preferences directly to real purchase behavior, delivering actionable insights at scale.