How we brought smiles to the faces of teachers, parents and kids and drove valuable interactions for Colgate
Colgate USA wanted digital amplification of their successful Bright Smiles Bright Futures initiative and to drive learning and engagement through an e-Reader app for kids aged four to eight. The objective was threefold: use the existing Colgate ‘Tooth Defenders’ heroes campaign to promote good oral hygiene habits, improve reading skills, and increase brand awareness, starting a real value exchange with parents mindful of their child’s dental well being.
BUSINESS NEED
Grow engagement and awareness with parents and their kids
CUSTOMER DEMAND
Be entertained while learning about oral health
Smiles on teachers', parents' and kids' faces
HERE ARE THE RESULTS
90%
Users read and completed
all stories
75%
Users returned to re-read
their favourite
Entertaining learning built from the ground up
Page-by-page wireframes were tested on our young target audience and their parents,until users, and Colgate, were happy with the designs. We originated illustrations, characters, sound design and settings, and brought the animation to life. The app was built using Ionic’s mobile SDK cross platform framework, enabling a single codebase for publication to iOS and Android. This also meant every device had the same experience, irrespective of screen size. We spec’d in-app storage, so the next book could always be continued to - even in areas of weak connectivity, and coded the backend services to be communicable with Ionic's cloud infrastructure, so updates and new stories could be deployed at the push of a button.
Bringing these stories to life was magical. We found the right balance of UI, illustration, animation and sound design.
The sweetspot that's good for teeth
We successfully found the sweetpost where the young readers enjoyed the content and learnt oral health basics. Engagement rates were exceptionally high: 90% of users read and completed all the stories, and over 75% regularly return to re-read their favourite ‘Tooth Defenders’ tales!
