Skip to content

Colgate x Jesse McCartney: The Beauty of Gaps Campaign

Colgate-Jessie-McCartney-SET-Live-In-Venue-Small

Industry

CPG - Personal Care

Challenge

Colgate wanted to share their “Beauty of Gaps” video with Gen Z music fans in unique spaces.

Results

Using MAX’s proprietary SET.Live™ tech, Colgate connected with fans through digital, mobile, & live moments, capturing CRM data and giving fans an interactive experience in the palms of their hands. The campaign’s interactive approach amplified Colgate’s message across multiple channels, resulting in a 43.47% engagement rate and an email open rate exceeding 90%.

Objectives

Awareness

43.5%

Digital/Social Engagement Rate

+90%

Email Open Rate

14.5%

IN-VENUE ENGAGEMENT RATE

Colgate-Jessie-McCartney-SET-Live-Activation-Small

SET.Live

SET.Live turns live concerts into interactive digital environments, enabling mobile, audio, and visual brand touchpoints directly within the artist–fan experience.

The Challenge

Colgate wanted to share their “Beauty of Gaps” video with Gen Z music fans in unique spaces. With increasingly difficult to reach audience, Colgate needed a solution that would spark real-time interaction and foster meaningful brand connections across digital, mobile, and live event spaces.

The Solution

In addition to promoting the video on the artist’s social channels, the video played at least twice during select tour shows, giving fans multiple opportunities to engage.

Using MAX’s proprietary SET.Live™ technology, Colgate connected with fans through mobile & live moments, capturing CRM data and giving fans a new interactive experience in the palms of their hands.

In addition, Jesse McCartney wanted to provide more opportunities for fans to see Colgate’s campaign and gave MAX access to his YouTube page.

The Results

The Colgate x Jesse McCartney campaign blended star power with innovative technology, generating a 43.5% engagement rate and inspiring fan comments.

By posting the Colgate “Superhero Smile” video directly on Jesse’s YouTube channel, his subscribers were notified, increasing reach and earning more eyeballs.

Additional YouTube Highlights:

59.83% Pre-Roll View Rate
1:23 Average View Duration
84.8% Average Percentage of Video Viewed

Colgate amplified its 'Beauty of Gaps' message and built a foundation for ongoing fan engagement and brand growth among Gen Z music fans.

→ Download Shareable Case Study Slide