Colgate Purple Serum Case Study
The Brief
The Brief
Colgate launched Purple Serum as a bold innovation in oral care. It was a new serum for teeth, designed to visibly correct yellow tones using purple pigments. Colgate approached We Are SNS to help introduce this new format and new behaviour through in-house content creation. The content needed to disrupt category norms, educate audiences on the science, and build credibility, while still inspiring trial.
The social media campaign needed to clearly differentiate Colgate Purple Serum from traditional whitening products. It also needed to make the colour correction science simple, visual, and aspirational. Another priority was to drive understanding of when and how to use the product. Finally, the campaign had to build trust through real results and testimonials.
What We Did
Content
The Approach
We Are SNS created and delivered a fully integrated, in-house content strategy for Colgate Purple Serum, managing the campaign end-to-end from concept through to final asset delivery.
The social media content campaign was produced across a two day shoot in London, using fully functioning bathroom and bedroom locations to authentically place the product within daily beauty and self care routines. We coordinated all elements of production, including casting a diverse set of models, managing hair, make up and styling teams, all with the help and creativity of a full production crew. The client was also present on set throughout, with live feedback enabling real time refinements to talent direction, messaging and visual execution.
All content creation was managed through a rigorous internal approval and quality assurance process. Every asset was reviewed through Colgate’s internal vetting software, followed by additional QA checks to ensure full compliance with brand, legal and platform specific guidelines. This multi layered review process was intentionally robust to ensure all final deliverables met the requirements for both paid media and organic social use.
Strategically, We Are SNS developed a social first content framework built around a pillar and hook methodology, designed to balance education, disruption and persuasion within short form formats. Sixteen short form video assets were produced in a 19:6 aspect ratio, supported by a bright, friendly visual language focused on natural, aspirational smiles.
The content strategy was structured around four core pillars. The first positioned Colgate Purple Serum as a distinctive, never seen before innovation, highlighting the concept of a serum for teeth, its distinctive purple colour and premium pump dispenser. The second simplified how colour correction works through clear visual explanations and beauty science cues. The third focused on when and how to use the product, building new habits through step by step routines and instant confidence moments. The final pillar drove credibility through real results, testimonials and visible improvements in overall appearance and confidence.
The Results
The social media content campaign successfully reframed oral care through a beauty inspired lens, transforming the Colgate Purple Serum from a curiosity into a credible, must try innovation. Disruptive visuals were paired with accessible science and real world usage moments to challenge category expectations and shift perceptions.
This approach helped normalise a completely new product format while educating audiences quickly within short form environments. Trust and desire were built through visual proof and testimonials, supporting trial intent by clearly answering what the product is, how it works, and when to use it.
If you think your content is underperforming, Learn 3 reasons why you may be receiving low engagement, weak reach, and are feeling invisible in our blog called ‘Content Stuck in the Upside Down?’
For more content success stories, check out how We Are SNS also delivered Colgate 31,600,000 reach and 5,943,785 engagement across Instagram and TikTok with community and UGC creator management at great scale.
Disrupting categories takes more than content. It takes strategy, science, and storytelling that converts. Partner with us to make your brand impossible to ignore.
