Crest is a world-renowned oral care brand of P&G, launching a variety of products including toothpaste, toothbrush, tooth stickers, mouthwash, etc. Coordinating big data of users, online interactive experience and offline sales promotion events, Social Touch facilitated Crest “Great Teeth, Great Holidays” campaign to win the marketing competitions during Chinese New Year Holiday.

The Challenge

Chinese Spring Festival is a great opportunity for product sales and marketing campaigns. Undoubtedly, the competitions among brands are extremely intense. At the same time, it’s so difficult to attract consumers’ attention during such a busy period as consumers face thousands of brand choices. In this case, Social Touch will leverage big data technology to facilitate precision marketing and help clients achieve sales promotion

The Solution

The core strategy of big data marketing is to analyze the psychological factors affecting consumers’ buying behaviour. Crest launched “Great Teeth, Great Holidays” Chinese New Year Campaign. The coordination of big data analysis, online interactive experience and offline promotion events made the campaign successful. The campaign created the topic of “good teeth enables food and fun enjoyment in holidays”, which was widely spread on social media

• Firstly, we helped Crest discover consumer insights and figure out their demands. According to our research, there were two insights: the anxiety that eating too much food during holiday might cause tooth problems; relaxing and entertaining content might relieve the negative anxious feelings.
  
  

• Secondly, we created a Html5 game to capture the attention of consumers. We implemented various motivative tactics in gaming design, gaming rules and gaming rewards to encourage players to share the game on social media
  
  

The Result

• H5 game participants exceed 1.62 million

• The coupon conversion rate was increased from 3% to 6%.