A Brand's Use of Mobile To Affect Change


Colgate-Palmolive is the latest example of a company doing good to do well.

Its mobile initiatives this summer include a campaign that encourages consumers to make a pledge as part of its efforts for Oral Health Month.

The text-messaging focused program is part of Colgate-Palmolive’s bigger partnership with the Hispanic Dental Association. The campaign is being used to spread the word about the campaign in Miami, New York, Los Angeles and Houston.

Here’s how I analyzed the effort for Mobile Marketer:

“Hispanics over-index for many things mobile, including SMS. This program has the important elements of ease, a feel-good component, and the idea that an individual can affect change.”

The rest of my comments are included in the piece found here http://www.mobilemarketer.com/cms/news/messaging/15646.html