2016 Winners & Shortlists

Brief Explanation

Clorets wanted to communicate a new variant, Clorets Plus, which promised 40 extra minutes of fresh breath. Our objective was to raise awareness of the functional attribute of the product, engage with our target audience, as well as contribute to product sales. We wanted to leverage our Facebook page to promote Clorets Plus, and entice user engagement in a non-conventional approach. Facebook apps were no longer trending neither effective, the platform had recently legitimized competitions on the actual page Timeline, where submitted visuals or comments are considered eligible entries and votes. We wanted to innovatively capitalize on this opportunity.

Results and Effectiveness

• Engagement on the page increased by 30% vs. monthly engagement • Reached 68% (1,370,000) of FB population • In a market where user uploads is known to be very low, we Collected 5,040 packs uploaded in 10 days • Acquired a 38% increase in user interactions vs previous months • Achieved a 0.63% CTR VS. average of 0.4% showing high ad responsiveness

Creative Execution

We created the Keep It Fresh weekly auction where users were invited to bid for an auctioned prize, a new camera or smartphone, by sculpting the word “Fresh” using Clorets Plus packs. The bigger the word, the higher the chances of winning. This prompted users to purchase more packs to uplift their chances of winning. We showed various animated posts of the word "Fresh" to stimulate users' creativity. The user that submitted the biggest word was announced the respective week's winner. Through this activation, we emphasized the functional benefit of the product and exploited an engaging strategy to drive sales.

Insights, Strategy and the Idea

Clorets talks to active 18 - 25's who care about preserving a good image and aura. Facebook was a key platform to consider as it assisted in identifying user profiles based on their interests, behavior and demographics. We opted our communication between hours that would make most sense for a breath refresher to be present in which covered lunch and dinner time. We also targeted those interested in outdoor activities or showed business like behavior on the platform. We adopted an activation on our Facebook page that would meet our three objectives while leveraging the platform's new functionality.