Cannes Lions

SIGNAL/PEPSODENT WHITE NOW

MINDSHARE, London / UNILEVER / 2011

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Overview

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Credits

Overview

Execution

We created a Facebook application that showcased the performance of WHITE NOW.

Our instant photo make-over demonstrated WHITE NOW’s unique product benefits by letting young women whiten their teeth.We also let them add sparkle to their smiles as well as smooth the appearance of skin and remove red-eye in all their online photo albums.We empowered our target audience show their very best face to the world in the environment where they meet and socialise.We made the application innately viral. Each and every time someone downloaded the application or liked the brand or tagged a whitened smile or saved or commented on an improved photo or posted a photo on a friend’s wall, the activity appeared on all their friend’s profiles and newsfeeds.We drove consumers to our tool via digital messages and social media advertising.

Outcome

We attracted 55,000 active users in the first month alone.

Each user has passed on the application to four friends.In just four weeks White Now’s Facebook “Likes” have increased from 200 to 8,000.The viral design drove our message to a mass audience reaching a total of 7.7m consumers.

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