Pepsodent Promo, Case study WHITE NOW by Syncapse

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Industry Oral Hygiene
Media Promo & PR, Case study
Market United Kingdom
Agency Syncapse
Released September 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: UNILEVER
Date of First Appearance: Sep 27 2010
Entrant Company: MINDSHARE, London, UNITED KINGDOM
Entry URL:
Studio Director: Stephanie Hancock (MINDSHARE)
Business Director: Deepa Balasubramanyan (MINDSHARE)
Project Manager: Lily Emery (SYNCAPSE)
Brand Manager: Diego Dalceri (UNILEVER)
Media placement: Social Media Application - Facebook - 27th September 2010

Insights, Strategy & the Idea
WHITE NOW’s breakthrough technology produces an instant whitening effect. SIGNAL/PEPSODENT’s new product is more than toothpaste: it’s a beauty product.

Young women trust their friends best when it comes to beauty. WHITE NOW had never done anything digital before, so we used social media to access these friendship networks and show what WHITE NOW could do for them.

Young women organise their lives on Facebook: it’s the place where they arrange, discuss and document their social lives. Sharing photos is a key activity - over 450m are uploaded every month. 70% of social network activity involves looking at other people’s photos and profiles.

For our target, virtual looks have become as important as actual looks.
It’s the face they show the world.

We set out to make them look great online. We demonstrated the power of WHITE NOW and let them have fun without looking like they were showing off.

Creative Execution
We created a Facebook application that showcased the performance of WHITE NOW.

Our instant photo make-over demonstrated WHITE NOW’s unique product benefits by letting young women whiten their teeth.

We also let them add sparkle to their smiles as well as smooth the appearance of skin and remove red-eye in all their online photo albums.

We empowered our target audience show their very best face to the world in the environment where they meet and socialise.

We made the application innately viral. Each and every time someone downloaded the application or liked the brand or tagged a whitened smile or saved or commented on an improved photo or posted a photo on a friend’s wall, the activity appeared on all their friend’s profiles and newsfeeds.

We drove consumers to our tool via digital messages and social media advertising.

Results and Effectiveness
We attracted 55,000 active users in the first month alone.

Each user has passed on the application to four friends.

In just four weeks WHITE NOW’s Facebook “Likes” have increased from 200 to 8,000.

The viral design drove our message to a mass audience reaching a total of 7.7m consumers.