The creative idea was inspired by the realization that turning off the faucet is as simple as turning a cell phone upside down.

“Snapside Down,” Snapchat’s first upside down ad, launched on World Water Day. To read the ad, users had to turn their phones upside down to mimic the movement of turning off a faucet. Turning the phone drove home the message that “turning is all it takes to close the faucet.”

Our message went live on snapchat for 3 days surrounding World Water Day, running from March 21 until March 23 and again for 3 days around Earth Day running from April 22 until April 24.

The ad was integrated into Snapchat User Stories as well as on Instagram Stories.

World Water Day placements generated 12.1 million impressions and reached approximately 11.5 million people in 72 hours.

Earth Day placements generated 3.7 million impressions and reached approximately 3.5 million people in 72 hours.

Overall, “Snapside Down” reached +14 million consumers on Snapchat and Instagram over the course of six days. On Snapchat alone we reached a unique audience of 9.7 million millennials – no easy feat with this elusive target.

The campaign generated +25 million impressions across all social channels and press.

Per Colgate’s Scott Campbell, “We were experimenting with the engaging nature of the platforms.”

In a new social territory where brands aren’t always welcome, we were one of the first brands out of the gate and saw a view through rate of 41% - setting a new benchmark for Instagram and Snapchat.