Colgate Takes You to the X-FACTOR Finals

A massive Colgate campaign featuring the sub-brand, Max White One, and the most popular Italian TV show X-FACTOR.

The digital contest was based on the main concept, the White Smile Factor.

Users uploaded their best “smiling” pictures on a web platform and competed to win products and tickets for the exciting X-FACTOR finale.

The contest was promoted on the web through a Display campaign and Social Ads.


At the end of the activity, a final TV Spot was launched to collect user-generated content and boost engagement after the event.


Media: advertised