CO. by Colgate
Background
CO. by Colgate is Colgate’s newest oral care line targeting the Gen Z and Zillennial generation. They were seeking a 2022 social media strategy that was purpose-driven and community centric -- one that amplified the voices of Gen Z, allowing them to express themselves freely and live their truth boldly.
Problem
CO. did a great job of launching the brand mission, purpose, and personality that emulated Gen Z, however, they needed a social strategy that could look, act, and breathe Gen Z.
Solution
Create a completely audience-centric social strategy that has community at its core -- amplifying and championing what Gen Zers cared about in relation to improving their smile. After deep diving into as much research, consumer survey data, and reports that we could get our hands on, we validated 3 audience personas each with a corresponding pillar of content. Without giving too much away, we created a purpose-driven pillar, a self expression-driven pillar, and a product/routine-driven pillar from our creatively built out Gen Z personas. From there, we dove into a new kind of creative development process -- one that relies heavily on collaborations with Gen Z influencers, creators, brands, and partnerships. We also created a new tone of voice and forms of social expression for CO.’s social presence, creating a truly Gen Z personality as well as a proper measurement plan to ensure we’re capturing feedback in real time and continually evolving with the community and optimizing towards what’s working.