An online ecosystem interconnecting all POE touch points. It activated with the campaign and grew organically.

We got hundreds of influencers to seed SEO optimized reviews prior to the launch. Also, using neuroscience technology, we developed and seeded content revealing the true impact of a whiter smile.

The awareness and interest generated by paid media drove traffic to our owned platforms and search queries on Google and YouTube where our content already monopolized Page 1 on whitening terms.

The snowball effect was to organically expand and get settled into the overall beauty category, at no cost!

By the time the campaign finished, the platform was entirely sustained by consumers' organic search and content consumption, engaging 37% of the target audience from articles/reviews and 19% from video reviews.

But most importantly, more than 6 months after the campaign ended, the ecosystem is still self-sustainable and keeps generating sales.

Optic White smashed the ambitious 3.9% growth objective, instead reaching 8.6%. It's 220% over, growing the whitening category by 22%.

Optic White is now #1 in whitening category and #1 brand in Colgate's portfolio.

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