Hawley and Hazel: More Smiles on LINE

This case study discusses an in-store and mobile campaign for Colgate and Darlie in Taiwan which promoted the oral care brand to a young audience.

Hawley and Hazel: More Smiles on LINE

Agency: Red Fuse Communications, Hong KongClient: Colgate-Palmolive Asia Division

Summary statement

The "More Smiles on LINE" campaign was a simple yet innovative way to drive affinity with young adults who were harder to reach with traditional media. We incentivized consumers who bought toothbrush and toothpaste products from Watsons with branded stickers on LINE, the number one mobile app in Taiwan. They then used these stickers more than 330,000 times in chat conversations with friends. The initiative didn't just reach eyeballs; it generated actual sales, with volume uplift of 200 percent...

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