P&G Launches Facebook-Based Healthy Mouth Ad Campaign For Crest, Oral-B Brands

Procter & Gamble is taking an innovative approach to cross-media marketing and brand promotion, using consumer-generated media (CGM) in a new oral care advertising campaign. The social media word-of-mouth campaign for the Crest and Oral-B brands – “Life Opens Up” – is designed to show the relationship between a healthy mouth and “living life to the fullest.” The campaign involves a contest in which consumers share their stories, via a two-minute video, about how their healthy mouths helped them open up to life and the world. Participants can watch and vote on submissions on the P&G campaign microsite and on the Facebook pages of Crest, Crest Whitestrips and Oral-B. The Facebook campaign is supported by TV spots, online videos, digital display ads and a blog.