We redesigned Colgate’s online content portal The Oral Care Center, strengthening the family-centric branding, optimizing it for search and giving it a mobile-first skin. It’s now one of the top visited sites for oral health content out-performing the industry leader Web MD.
The goal of the Colgate Oral Care Center was to be the #1 online resource for oral care health information. Positioned as an information resource for consumers to help them achieve a “healthy mouth to live better” - their key company value proposition. Additionally, we wanted it to convey Colgate's credibility and leadership, while positioning them as an expert in oral health.
There was some heavy lifting to do to strengthen Colgate band equity but also offer consumers relevant product solutions. Essentially, we needed a new site experience with a refined voice, tone, personality, and look and feel with an experience that responds to the way users seek and consume health information, support consumers informed decisions about dental health through improved navigation, content refinement, curation and governance by leveraging best-in-class technology to make answer finding simple.
The Challenge
The Oral Care Center, a major component of Colgate.com was at least a decade old, and the content was disorganized and scattered throughout a site that was designed for the online user experience of years ago. The pages were not mobile optimized which meant it completely neglected the mobile customer, and it was full of out dated graphic elements and even the desktop user experience and search performance was poor at best. Our job was to clean up the design, organize the existing content, freshen the brand, bring in new content partners, and pull it all into the modern day mobile first environment with state of the art content strategy, UX design and SEO best practices.
There was considerable challenge in finding the right way to address the consumer. The oral health category is very broad, targeting pretty much everybody with a mouth. So deciding how to cast a broad net while focusing in on the demographic with the most potential for ROI became a key performance objective. There was also a high risk of being too clinical and dry given the category, so how do we make the tone as engaging and emotional as possible? The solution: target Moms.
The Solution
We delivered both expert and branded content in an approachable and caring way that was unique to Colgate, repackaging expert content in various forms whether video, infographics and short form articles creating content that was easily digestible. We increased quality of the visuals and incorporated reviews and gave voice to the Colgate community, and integrated it with the larger family of Colgate branded websites.
The Results
The new Oral Care Center was on brand, on point and now out performs even the number one overall health content website, Web MD in its search results for oral care content.
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