From a promotion, we create an action for social transformation. For each Colgate product sold, another was donated to one of the 5 cities with the lowest HDI in Brazil. At the same time, we send treatment groups to the communities.
We produced 5 minidocs with reasons to smile. We created the Sorrir Faz Sorrir machine, an activation in which each smile unlocked a product for donation. We took the campaign to more than 23 thousand POS and also to open TV.
The platform repositioned Colgate among the 10 most influential brands in Brazil, ahead of its competitors. #SorrirFazSorrir became a trending topic on Twitter and 58% of the cities' population was served during the campaign period.