CONSUMER MARKETING

SITUATION:

Oral B, a flagship brand of P&G Nigeria, needed to become more engaging. This was aimed at partly building the brand’s equity as providing all-round oral protection and maintaining top-of-mind awareness among consumers.

 

TASK:

C&F Porter Novelli was tasked with creating and executing a communication plan that will drive consumer engagement with, and active participation in, the brand’s activities.

 

APPROACH:

A two-pronged pan-Nigeria programme – the “Winning Mouth” and “Sharing Smiles” campaigns were developed, taking advantage of the large fan community of the Oral B brand on Facebook. These campaigns ran, back to back, over a period of six months. For the “Winning Mouth” consumers were engaged to answer fun trivia about oral hygiene using a web based application on the Oral B Facebook page over three months. Winners were drawn on a weekly basis based on participants with the highest points from correct answers. For the winners, what followed was 15 minutes of fame, which they got to share with a popular radio on-air personality and subsequently went home with a year’s supply of Oral B toothpaste. The “Sharing Smiles” phase of the campaign took advantage of Oral B’s ongoing Mobile Dental Clinic activations.

In the past, this activation involved a mobile dental clinic visit to different communities to deliver free dental services involving consultations, treatment and oral care demonstrations. For the first time consumers were made to decide the communities that the dental clinics would visit. This was achieved through competitive voting over a period of three months, also using a Facebook application. This encouraged participants to vote for deprived communities where the residents could not ordinarily afford dental services. The communities with the highest number of votes, every week, got visits from Oral B’s Mobile Dental Clinics. “Sharing Smiles” culminated on the World Oral Health Day, March 20, 2014. On this day a big “thank you” message was delivered to consumers through a photo montage of the Mobile Dental Clinic visits, published in a number of Nigerian newspapers. Ahead of this, a humorous video celebrating the World Oral Health Day was developed and shared online to create awareness in line with the objectives of the World Oral Health Day and to encourage consumers to share good smiles.

 

RESULT:

The Oral B’s awareness level improved significantly as the brand became the second most recalled toothpaste brand in Nigeria. Over 50 news mentions were recorded during the period detailing the activities of the brand, in both print and online media and profiling the product’s capabilities in providing all round oral protection for users