Colgate® - Beyond the cookie CRM

First-party data (1PD) is becoming a rare commodity as we shift towards a cookieless world. Colgate-Palmolive needed to create a lucrative global mine that would harvest consumer data. It also needed to create long-term engagement through personalised communications. Our task was to build a CRM system that supported multiple nuanced markets, as well as being able to adapt to individuals. We created a CRM system that can scale into a personalised loyalty program over time. To achieve this, we adopted a phased approach to gain consumer data incrementally. Phase 1 uses a data-driven onboarding experience to collect 1PD. This is the point where Colgate Oral Care and its customers establish a relationship through personalised communications.