Leading oral hygiene brand Colgate embarks on an advertising campaign that utilizes user-generated content from its network of Facebook users for Barnardo’s, a British charity dedicated to caring for vulnerable children. In partnership with VML London, Colgate invited its Facebook followers to “share a smile for charity” for Barnardo’s by uploading a picture of themselves smiling. The pictures were then randomly flashed on digital billboards across Birmingham, Liverpool, and London.
Titled “Keeping Britain Smiling,” the ad campaign aims to collect one million “smiles” over the summer; once this figure has been achieved, Colgate pledges to donate £100,000 to Barnardo’s. According to Gemma Brown, account manager at VML London, digital outdoor is
the perfect platform to leverage Colgate’s social media activity. Integrating the photos of Facebook users is a good fun incentive for anyone who’s dreamed of starring in their own billboard campaign.
[via Brand Republic]