Client : Ogilvy, Brazil
Advertised Client : Colgate-Palmolive
Year: 2024
Country: Turkey

Turning everyday habits into continuous brand engagement through Gamified UX/UI

In Turkey, Colgate aimed to strengthen brand loyalty in a market with long purchase cycles and low engagement between each buy.

Household consumption of oral-care products is inherently limited.

This constraint defines purchase recurrence and brand interaction, directly shaping both the financial viability of loyalty programs and users’ perception of long-term value.

The Affordability program faces a core challenge:
Sustaining engagement in a category where brands must balance monetary value, purchase recency, and low buying frequency.

Context

  • Macro - War, Natural Disasters, FX;

  • Double digit inflation;

  • Mass Unemployment;

  • Lowering of socio economic levels;

To develop a program that responds to the macro context, using the building process as a continuous learning loop while driving Colgate-Palmolive’s growth by extending its affordability strategy into the digital experience.

Ambition

Affordability Value Proposition

An Oral Care program to provide services, experiences, and offers in‍ ‍one single platform, promoting better lives to consumers.

Briefing and responsabilities

The Strategy Team had already conducted the primary user research, defining the target persona and gathering insights through in-depth interviews to shape the program’s business strategy.

Building on the strategy team's research, I led the translation of business and user insights into a gamified product experience for Colgate’s Everyday program. The focus was to explore how UX/UI and behavioral design could drive sign-up, sustained engagement, and brand loyalty.

As part of the second diamond of the Double Diamond, I led ideation and concept development — turning strategic insights into experience concepts, interaction models, and solution directions that could keep users engaged beyond their first interaction.

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Partnered with Flavia Foiato - Content Designer, we applied three key methodologies to gather insights and references that informed the ideation of the solution;

  • Desk Research

  • Benchmark and Competitors Analysis

  • Content writing analysis;

The Strategy Team had previously conducted primary user research, defining the target persona and conducting in-depth interviews to establish the program’s business strategy. Our role focused on the second diamond of the Double Diamond, translating those strategic insights into ideation, concept development, and solution exploration.

Product Research

Research Insights