Social Media Face Off: Colgate vs. Crest

SMFO - Colgate - Crest

Colgate and Crest are two of the most popular dental hygiene brands on the market. Both brands claim their products freshen breath, whiten teeth and prevent cavities, but we’re more interested in which brand is keeping it fresh in social. To find out we’ve put the brands head-to-head in this week’s Social Media Face Off.

In order to compare the brands in social media, we set up search streams for each in the uberVU platform, including all product variations like toothpaste, mouthwash, floss, etc. We’ve compared the results from the past two weeks to determine our winner.

Let’s see which brand is cleaning up in social.

Round One: Mentions

With 67,792 mentions, Colgate easily wins round one, outperforming the 3,313 mentions of Crest. That’s more than 20 times as many mentions!


Winner: Colgate

Round Two: Sentiment

Colgate had the higher number of mentions but how did the brands stack up when it came to the overall sentiment of those mentions? Crest takes round two with 35% of its mentions being positive, taking the win over Crest’s 24%.

We were surprised to see Colgate had a much higher percentage of neutral mentions—69% compared with Crest’s 48%—so we took a deeper dive into the mentions. A Colgate advertising campaign has gone viral with many sharing the clever ads. And since most people are simply sharing the ads without expressing opinions on the campaign or the brand itself, those mentions register as neutral. The popularity of this campaign also explains for the large difference in overall mentions of the two brands.

Winner: Crest

Round Three: Engagement

With the score all tied up let’s see which brand has the most social power. To asses each brand’s strength, we’ve compared the number of Likes, Shares and RTs to see which brand is driving more engagement across Facebook and Twitter. Colgate takes the win, dominating Crest in Likes and RTs. Crest was pretty close with Shares, but it wasn’t quite enough to take down Colgate.

Winner: Colgate

Overall Winner: Colgate

With wins in overall mentions and engagement, we declare the winner of this Social Media Face Off to be Colgate. Show us that smile, Colgate!

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