Colgate: Building a Bold Brand Presence on Social Media

The case

Colgate has long been a global leader in oral care - but in Greece, its media strategy had remained largely traditional. That changed when the brand decided to pivot to a more digital-first approach.

The goal: to increase brand awareness among younger audiences, build engagement, and modernize its communication through creative social media activations and influencer partnerships. The launch of Colgate Max White Ultra marked the start of this new chapter.

The impact? Not only was the campaign recognized with a SILVER award at the Social Media Awards and a BRONZE at the Influencer Marketing Awards, but it also demonstrated that oral care could live comfortably in the lifestyle content space - with relevance, beauty, and performance.

The challenge

Ξεκινώντας να εμβαθύνει τη σχέση της με το κοινό μέσω Social Media, η Colgate συνάντησε ορισμένες προκλήσεις. Αρχικά, ήταν απαραίτητο να δημιουργηθεί μια σύγχρονη, δομημένη και aligned με την εταιρεία εικόνα του brand, η οποία θα το αντιπροσώπευε σε αυτή τη νέα φάση εξωστρέφειας στα Social Media. Η σειρά με την οποία επιλέχθηκε να γίνει αυτή η στροφή ήταν η Colgate Max White Ultra, καθώς ως προϊόν ταίριαζε απόλυτα στο κοινό των Social και θα μας έδινε παράλληλα χρήσιμα insights και για τις επόμενες ενέργειες. Σχεδιάζοντας πώς θα κινηθούμε όσον αφορά αυτή την ανάγκη, φτάσαμε σε μια κομβική διαδικασία, την επιλογή των κατάλληλων influencers και των ιδανικών marketing ενεργειών. O συνδυασμός αυτών έπρεπε αφενός να ευθυγραμμίζεται με την ταυτότητα του brand, αφετέρου να έχει υπολογίσιμο αντίκτυπο στην αναγνωρισιμότητα του brand, πράγμα για το οποίο προηγήθηκε εκτίμηση του brand impact. Οι στόχοι που τέθηκαν σχετικά ήταν: 70% του targeted audience reach, 10Μ impressions, 3+ frequency, και > 5% engagement rate.

Our approach

We developed a multi-layered Instagram strategy for Colgate Max White Ultra, combining influencer marketing, branded content, in-store activations, event sponsorships, giveaways, and performance-driven engagement tactics.

Influencer Selection:
After in-depth audience and brand analysis, we partnered with three key creators:

• Stamatina Tsimtsili (TV persona targeting beauty & fashion enthusiasts 30–55)
• Giota Dreveli (makeup artist targeting skincare fans 25–55)
• Ilias Gotsis (lifestyle creator targeting 25–40)

Their content highlighted the effectiveness of the product, especially in enamel protection, through high-quality Reels and static assets that told authentic stories.

In-store Impact:
Supermarket activations featured well-known figures like Katerina Zarifi, while our #123White hashtag became a central narrative for the campaign.

Fashion-forward Sponsorships:
Colgate also made appearances at key events such as MadWalk and Fashion Week, reinforcing its association with style, beauty, and boldness.

Real-Time Execution:
We cross-promoted all offline actions with dedicated digital assets, including live coverage, story editing, and recap Reels - turning physical presence into digital buzz.

The outcomes

This campaign refreshed the perception of Colgate as an innovative, user-centric brand. The lifestyle-first approach gave new dimension to its expertise, sparking conversation and trust among audiences.

We didn’t just aim for performance - we created a digital experience that brought the brand closer to its users through relevance, relatability, and results.

Key highlights:

• ~3M unique reach, covering 90% of our target
• ~4,000 new followers on Instagram
• 100%+ increase in community engagement
• 25M+ total impressions with an average frequency of 7
• Over 2M post engagements
• 14% average engagement rate (including thruplays and post actions)

Our creative and digital marketing strategy helped humanize the brand, modernize its storytelling, and turn everyday routines into aspirational moments.

Awards & Recognition
SILVER at the Social Media Awards - Best Use of Reels
“Sleed | Colgate Transforming Brand Presence: Colgate’s Breakthrough with IG Reel”

BRONZE at the Influencer Marketing Awards - Best Influencer Marketing for Brand Awareness
“Sleed | Colgate – Bright Smiles, Bigger Impact: Colgate’s Influencer Strategy Unleashed”