Pepsodent was initially not a well-known brand as it suffered in-brand salience prior to the campaign. Pepsodent Nigeria decided to make a difference by starting a movement advocating for people to brush day and night using the 2016 World Oral Health day as a pilot; increase market share and sales for the brand in Nigeria.
We identified that the brand’s target market has a high affinity with Facebook which gave birth to the online arm of the campaign idea. The #BrushBrush campaign was aimed at getting people to take their oral hygiene seriously by pledging to brush day and night.
We created a highly responsive website on mobile that was integrated on Facebook. The engagement process was broken down into two phases:
Three Step Plan – A three-week plan to get people to brush day and night. Participants were required to upload images on the Facebook tab showing them take the 2 Finger Pledge to Brush Day and Night.
Single Step Plan – A one-week plan which was made easier than the first. People were asked to join the movement of brushing day and night by liking the #BrushDayandNight posts across different platforms.