COLGATE
CONTINUOUS BRAND
SURVEILLANCE & ACTION
Traditional market reports are too slow to keep up with shifting consumer perception across digital touchpoints. Brands need real-time clarity and fast operational response times.
COLGATE NEEDED REAL-TIME BRAND PERCEPTION DATA ACROSS MARKETS TO TURN INSIGHTS INTO IMMEDIATE CONTENT ACTION.
OUR RESPONSE
We built a data-centric surveillance strategy combining 24/7 monitoring with an AI × EI (emotional intelligence) feedback loop.
→ 24/7 Omnichannel Surveillance: Executed round-the-clock monitoring across search engines, social media platforms, retailer reviews, online forums, and AI platforms.
→ AI Signal Detection + Human Expertise: Combined AI signal detection with multicultural human analysis to ensure cultural nuance and accurate interpretation.
→ Continuous Action Loop: Built a real-time consumer experience improvement process that immediately converts raw insights into targeted content activations.
THE RESULT
FROM PASSIVE LISTENING TO REAL-TIME IMPACT: FASTER REACTIONS AND TWICE THE ACTIVATION EFFICIENCY
40% faster reaction time and x2 more effective activations.
By replacing static reporting with a continuous, data-driven surveillance ecosystem, Colgate transformed raw consumer signals into rapid, high-accuracy marketing actions across global markets.
→ 24/7 MONITORING EVERYWHERE
→ 40% FASTER REACTION TIME
→ +70% INSIGHT ACCURACY
→ x2 MORE EFFECTIVE ACTIVATIONS
