Colgate

The Objective

Big sales equals big smiles. The Mega Sales season is prime time for brands to turn excitement into expenditure. However, as commerce offerings expand across almost every digital platform, the space has become more competitive with brands jostling to reach and engage consumers at the right place and time. Consumer products company Colgate wanted to reach its audience effectively and in the most relevant way during the 9.9 Mega Sales Day.

The Solution

Shoppertainment is the name of the game and Colgate's strategy was simple—leverage entertaining content on TikTok to stand out and deepen engagement during the 9.9 Mega Sales period. The brand turned to TikTok Mega Mall, a content sponsorship package that consists of innovative solutions such as TikTok LIVE and TikTok Lucky Draw, to achieve its objectives.

TikTok Mega Mall was the hub of Colgate's Mega Sales campaign which ran September 1–10. Colgate blasted TikTok users into its immersive landing page, styled as an interactive, virtual shopping mall. TikTok users who interacted with TikTok Lucky Draw were offered a chance to win marketplace vouchers. To participate, they needed to earn tokens by completing simple branded tasks: following Colgate on TikTok, visiting its marketplace stores and sharing the Mega Mall landing page with others. This ignited the Shoppertainment spirit as consumers were entertained and even purchased Colgate products.

Meanwhile, Colgate utilized TikTok LIVE to engage the TikTok community who tuned in to livestreams hosted by prominent creators. Through the livestreams, TikTok creators such as Cristiana Cruz and Hoang Hon engaged and bonded with Colgate's audience by turning personal brand stories into shared experiences.

With TikTok Mega Mall, Colgate created a Mega moment for the 9.9 Mega Sales day. Users first discovered the brand through engaging ads and were ushered to entertaining experiences like TikTok Lucky Draw and TikTok LIVE. These experiences then led them to Colgate's e-commerce platforms to discover products and drive purchases in a few clicks!

The Results

Colgate shot for the stars and was rewarded. It gained over 214.8 million total impressions, which led to 1.4 million unique visitors to TikTok Mega Mall. Over 75,600 people gravitated to TikTok Lucky Draw and 8,000 vouchers were won. The exuberant TikTok livestreams also proved to be a big draw as it garnered a more than 126,000 LIVE watch count. The fun experience ensured that Colgate didn't just reach its audience, but it also helped the brand maximize reach and relevance with its consumers during the 9.9 Mega Sales period.

Consumers want uplifting and relatable content more than ever. Brands can meet this need with Shoppertainment on TikTok, blending enjoyable content with fruitful commerce. In Colgate's case, entertainment and shopping combined brought purchase and joy on TikTok Mega Mall.