The idea was to appeal to Filipino youths' love for music. Colgate made teens express themselves, to determine the concert of their dreams. The DIY Concert series thus was born--a music event whose content would be decided by online, real-time voting. From the main featured band to the color of the actual ticket, students voted and campaigned for their preferences through Twitter, Facebook and other social networks. Even local bands and various music video channels got into the act, campaigning for their own choices through social media. And, during the actual concert itself, the setlist of the winning band was determined via Twitter.

78% of the number of fans accumulated by Colgate in four months last year was achieved by the DIY Concert activity in just two months.

20% content score was chalked up by Colgate's Facebook fanpage because of the DIY concert--the highest it has ever achieved. Fanpage scorecard on fan growth was at a perfect 10%. Thanks to the success of the show, the DIY Concert series will now be an annual event.