If Colgate was going to mean anything to students and pave the way for a longer-term relationship, Colgate had to become someone they could rely on in certain situations and for specific reasons.We developed a new role for Colgate in social channels, developing a distinct behaviour, based on a set of specific objectives, values and ideas to ensure a consistent experience no matter how, when and where the students met them.We embedded Colgate within the Nordic Facebook community, enabling students to come into contact with professional mentors and other students, obtain advice from the industry’s best, special invites and bespoke academic lectures, product samples and activate valuable connections at the outset of their career.This idea took the trade into a whole new universe, increasing touch points and relevance.

We made significant impact in three areas:Creating a new segment and layer to the category trade program •Enlisted 23% of all dental students in the first three monthsAdded value•Most recommended toothpaste brand = 45% (Zendium 27%) •Highest participation in academic lectures = 84% (Curapox 7%)•Most sampled brand – most important activity – generated from Facebook = 60%•Total weekly population reach = 36%Conducted tracking•Best dental student partner = 84% (Oral-B 4%)•Most popular social network = 55% (corporate websites 14%)•Highest preference = 46% (Zendium 10%)