192K clicks to the Carrefour app
Colgate · Maximum Cavity Protection relaunch
- Client
- Colgate
- Market
- Kenya
- Sector
- Oral care
- Objective
- Trial
426%vs the link-click KPI
The challenge
Explain Maximum Cavity Protection's new 24-hour protection and its calcium and fluoride dual defence in simple, memorable ways, then drive trial purchase.
Drive trial through a discount code on the Carrefour app.
How we ran it
We chose nine Kenyan creators audiences trust with their daily routines, from parents and lifestyle voices to beauty creators and a musician.
The story unfolded in stages: teasers and unboxings, the launch, World Oral Health Day, in-store shopping trips and a mall activation. Every creator carried a Carrefour discount code, and performance media put the strongest posts in front of people ready to buy.
Creators 9 creators, 48 posts
The creators
Musician and creator
Family-centred storytelling earned the highest engagement of the campaign.
Lifestyle creator
Nostalgic, relatable content reached a million people on TikTok, including the biggest single post.
Family lifestyle creator
Led the campaign for reach on Instagram, with 926,000 people reached.
Lifestyle creator and journalist
Her mall activation post engaged 7.6% of the people it reached, the best of the campaign.
Lifestyle creator
Teasers and event coverage that made her audience part of the launch.
Lifestyle creator
A long-time Colgate fan, she carried the Carrefour code to her followers with a 6.7% engagement rate.
Beauty and family creator
Built Colgate naturally into her daily routine content.
Style and beauty creator
Shared the new MCP in her visual diary of everyday life.
Lifestyle and travel creator
Brought the family angle to her lifestyle and travel audience.
Results against benchmark
The relaunch landed as a family story, not a lecture. Organic posts reached 5.2 million people, twice the target, paid media added 6.1 million impressions, and more than 192,000 people clicked through to the Carrefour app at a 3.2% click-through rate, against an industry benchmark of 0.9%.
- 192Kclicks to the Carrefour app
- 426%vs the link-click KPI
- 76%lower cost per click
- 121%of the impressions goal
- ZAR201kadded PR value
What people said
96%+ of comments positive
More work
All work227%of the impressions goal72Mreach
3.8× lower CPM
Predator Energy · Under the Crown & Freestyle Football
200×lower cost per click70M+impressions
35× link clicks vs benchmark
Closeup · Zinc fresh breath
309%of the impressions goal5.9Mpeople reached organically
17M+ impressions
Colgate · Maximum Cavity Protection relaunch
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