Colgate's Oral Health Month Campaign Targets Hispanic Families
Katherine Pendrill — July 4, 2016 — Marketing
References: colgate & hispanicprblog
In an effort to decrease rates of poor oral health among Hispanic Americans, Colgate is redirecting the focus of its annual Oral Health Month campaign. Instead of focusing on the issue of oral hygiene more broadly, Colgate is making direct efforts to target Hispanic families.
The 'Share More Time, Share More Smiles' campaign is part of Colgate's Oral Health month program. The campaign aims to target consumers more broadly by pledging to donate a dollar to the Give Kids A Smile Foundation each time someone posts an image of themselves practicing proper oral hygiene on social media. To more specifically engage with Hispanic families, Colgate has enlisted the help of TV personality Karla Martínez. Martínez will attend two events at Fiesta Mart stores in Texas to educate families about the importance of proper oral hygiene. Finally, Colgate will also distribute bilingual oral health education materials to ensure that Spanish-speaking consumers have access to the information.
The campaign demonstrates how brands can use multiple different approaches to capture the attention of Hispanic consumers.
The 'Share More Time, Share More Smiles' campaign is part of Colgate's Oral Health month program. The campaign aims to target consumers more broadly by pledging to donate a dollar to the Give Kids A Smile Foundation each time someone posts an image of themselves practicing proper oral hygiene on social media. To more specifically engage with Hispanic families, Colgate has enlisted the help of TV personality Karla Martínez. Martínez will attend two events at Fiesta Mart stores in Texas to educate families about the importance of proper oral hygiene. Finally, Colgate will also distribute bilingual oral health education materials to ensure that Spanish-speaking consumers have access to the information.
The campaign demonstrates how brands can use multiple different approaches to capture the attention of Hispanic consumers.
Trend Themes
1. Oral Hygiene Education - Opportunity for companies to develop targeted campaigns and education materials to improve oral health among specific demographics.
2. Social Media Engagement - Opportunity for companies to use social media platforms to engage with consumers and incentivize them to practice certain behaviors.
3. Celebrity Endorsements - Opportunity for companies to partner with influential individuals to boost awareness and engagement with their campaigns.
Industry Implications
1. Oral Care Industry - Opportunity for oral care companies to create targeted campaigns and products for specific demographics such as Hispanic families.
2. Social Media Industry - Opportunity for social media platforms to partner with brands to promote positive behaviors and incentivize users.
3. Advertising and Marketing Industry - Opportunity for marketing and advertising firms to assist brands in creating diverse and culturally sensitive campaigns that resonate with multicultural audiences.
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