One thing StatSocial promised when preparing you for our onslaught of Super Bowl 50 (#SB50) analysis and stats, were unique insights — perhaps untraced or even undetectable elsewhere — that would give the first time Super Bowl advertiser, and those paying them mind, a look inside the finer details of what their millions of ad dollars actually bought them.
With this entry here we’re not looking at one of the upstart companies who bet the farm on a 30 second commercial, praying for overnight household name status.
Although there were a few such bold advertisers, and their campaigns will be granted a look-see, and their stories told, soon enough, today we’re looking at the Super Bowl 50 campaign of oral hygiene giant Colgate.
Instead of using their millions to hawk any of their tooth and mouth care products, they instead chose to either provide a public service or buy themselves good public relations, or perhaps a bit of boh, depending on the degree to which one is cynical about these things.
Here’s a preview of the ad that ran.
The hashtag was a simple one, #EveryDropCounts. And the message as straightforward as they come. Don’t waste water.Water conservation is a natural cause for a toothpaste company, as we here in the western world at least, all leave our faucets blasting away gallons of clean water as we floss, and rinse, and brush, and rinse again, maybe take a phone call, yell at the kids to get into their jammies, let the cat out, and so on.
We tracked the campaign both in the run up to the Super Bowl, and then on the day of the game itself. The changes were much more pronounced than we’d anticipated.
For example tracking of the toothpaste giant and the #EveryDropCounts campaign pre-game showed a comfortably majority male audience, at 56%.
But then on Monday, after the campaign was given its full TV exposure, the demographic shift was notable.
The female population of those showing interest in and/or participating in the campaign — whatever your perspective — not only increased, it came to dominate the male audience.
Women do watch football, surely the Super Bowl and moms — let’s face it — are often the ones often running the tap. Preparing the kids for bed, doing the dishes, etc. (believe me, we know men do their share; allow us this slight lapse in political correctness to make our point).
It’s a potentially politically awkward metric to note, as we don’t mean to imply that women are more socially and/or ecologically conscientious than men, but it is nonetheless a big change in the wake of the Game Day airing.
But here is where we — StatSocial — feel kind of awesome. Below is a list — broken out using our “multiple” metric — that shows the top 10 non-profits among Colgate’s fans pre-game.
All good causes, and nothing of which to be ashamed . And Colgate’s fans are active in each charity to a degree well in excess of the average social media user.
Now, check this out. Here’s the list of their top non-profits, as of Monday.
Let us explain the “multiple” metric briefly to then explain how significant this is. The metric deals with the likelihood of a member of the social audience being analyzed also being a fan of and/or interested in the other topic being highlighted. In other words, a Colgate fan/user — according to the above, quite accurate data — is 35 times more likely to be a Make a Wish Foundation supporter than the average social media user.
Our guess is that a whole new population found their way to Colgate after Super Bowl Sunday. But, that is just a guess.
So, right off the bat there’s been a dramatic leap in the philanthropic leanings of Colgate’s users. And of even more relevant note, please see which charity now sits at number six upon their list; Charity Water, an organization’s whose important work you can read more about here. They had been number 41 on the list prior to Game Day, and it should be noted are involved in work very consistent with the spirit of the #EveryDropCounts campaign.
And we’d be remiss were we not to point out that just a few short spots down the list, at number 16, this charity made an appearance. Pre-game, they weren’t on the list at all.
In terms of conserving water, or getting clean water to those who need it most (including our own countrymen) we could not possibly gauge Colgate’s efforts as a success or a failure, as it’s far too early to know. But in terms of communicating a message to a desired audience, looking at these StatSocial numbers, we’d say Colgate managed to do that and then some.
We are not shills for Colgate nor do we have any association with them, but this was clearly good work on their part and a conscientious way to promote their brand while utilizing their massive audience — for whose attention they paid big dollars — to maybe do some good.