A look at Colgate's influencer marketing strategy to promote the launch of Vedshakti Mouth Protect Spray at scale

These days, influencers are like any other media channel for brands to promote their products. Given the reach of influencers, brands collaborate with them to scale up their mainline campaigns.

Recently, Colgate-Palmolive launched Vedshakti Mouth Protect Spray—a portable spray that fits easily in the pocket and helps you control germ build-up in the mouth. Along with the mainline TVC for the new product, the brand collaborated with social media influencers with a massive following to promote the launch of the spray at scale.

The influencers’ posts:

Click on the image to view the post.

Click on the image to view the post.

Click on the image to view the post.

Click on the image to view the post.

Click on the image to view the post.

Click on the image to view the post.

It is a good strategy as it fetches instant brand awareness by collaborating with celebrity influencers across the spectrum. The influencers are seen using the spray to protect their mouths from germs. These influencers directly talked about the product benefits in the video posts. It’s not always necessary to weave a story around the brand. When a product is new and there is a need to educate people about its usage, then it is better if the influencers directly tell their followers about the product benefits instead of indirectly integrating the product in creative video formats.

Colgate collaborated with the celebrity influencers such as Nagma Mirajkar, Amruta Khanvilkar, Ramya Subramanian, Bhavna Balakrishnan to promote the spray. According to the content marketing agency Sheeko, the brand was able to reach to over 90 lakh people in an estimated media value worth more than Rs 25 lakh.

As evident from the Sheeko’s activity graph, Colgate India has been active on digital platforms in the past one month, but after this campaign, there has been a significant rise in their numbers.