Turn a compelling YouTube video/commercial into something more – a collective call to action that serves as the centerpiece for effort to get millions of American to change an age-old tooth-brushing behavior that wastes billions of water a year.

Fed the campaign to important media outlets and targeted editors clamoring for a story exclusive. In December 2015, “Save Water” was seeded to one of the world’s most highly influential and widely read media outlets, The Wall Street Journal, resulting in driving demand by editors who were covering various story angles.

We influenced them leading up to, during and post-Super Bowl to cover the campaign and its message.

With exclusive access to Colgate’s GM of integrated marketing and Jim Harbaugh, former NFL coach of the San Francisco 49ers, we gave editors something to talk about. Jim put the spotlight on the Save Water campaign while reminding people that #EveryDropCounts at Radio Row, Super Bowl’s media day.

As media coverage increased, a groundswell of social buzz, led by influencers, encouraged communities to ‘turn off the faucet’ and share the “Save Water” message among their friends and families.

Tier1: Colgate experienced a statistically significant uplift in emotional brand-bonding attributes, specifically brand likability (+11%) and “commitment to the brand” (+14%).

Tier2: Appearing in a variety of influential media outlets – from Forbes, Global Grind to Mashable – “Save Water” coverage included Huffington Post calling the campaign “a symbol of what a real idea, with a serious activation and powerful platform can accomplish”, while Bustle said, “if every person who sees the Colgate ad pledges to stop running the tap… this would change the course of history”.

Results totaled 2.6 billion impressions, almost twice as many PR impressions when compared to all of the 2015 brand campaigns combined. And consumers reacted by sharing coverage more than 53K times and close to 300,000 likes, shares, favorites and comments from PR.

Tier3: Colgate became the #1 toothpaste brand in the U.S. for the first time in 4 years. And still on top.