COLGATE X BUSTLE - BE BRILLIANT BUNDLE
A Smile-Worthy Sweepstakes Experience
The Ask:
Colgate came to us with a clear goal: extend the reach of our co-branded video content and get product directly into the hands (and routines) of Bustle fans. The ask? Bring Colgate’s “Brilliance” message to life in a way that felt authentic to our audience — integrating beauty, wellness, and self-confidence — while driving data collection and amplifying visibility.
The Solve:
Enter the Be Brilliant Bundle — a sweepstakes-driven product kit designed to surprise, delight, and deliver instant shine. Built as an editorially-curated ritual-in-a-box, I worked with Bustle beauty director Faith Xue (and star of our Colgate video content) to hand-select a lineup of products that transformed everyday moments into feel-good beauty rituals.
The hero? The Colgate Optic White ComfortFit LED Kit — paired with cult-favorite items like the Arra red light therapy wand, Sakara lip butter, sleep masks, affirmation cards, EltaMD foaming cleanser, and more. This wasn’t just a giveaway — it was a glow-up in a box.
Creative Details:
To make the experience as brilliant as the name promised, I conceptualized a custom-designed box that quite literally opened with a smile. Recipients tore into a beaming white grin to reveal the radiance-packed prizes underneath, with a mirror on the top flap to show off your brilliant smile. I developed the style guide, partnered with design and vendor teams to bring the vision to life, and collaborated with Faith to write a punchy social script that felt effortless and scroll-stopping. I also crafted the landing page copy and sweepstakes messaging to tie it all together.
How We Extended the Reach:
We launched the Be Brilliant Bundle across Bustle’s high-impact social and newsletter channels — with a little help from Faith, who teased the bundle with a custom post that brought her audience directly into the glow-up. The result? High engagement, strong data collection, and a standout brand moment that delivered joy (and great teeth) right to our audience’s doors.
[See the Faith IG Post →] [See the Bustle IG Post →]
Results:
20,914 total sweepstakes entries
50 custom boxes shipped to lucky winners
Thousands of smiles sparked
Bundle Copywriting Excerpt:
When you’re your most confident self — and feel empowered to take on the world — life becomes a little brighter. Bustle and Colgate Optic White have bundled everything you need to Be Brilliant and shine bright. Go ahead, smile bright, and live life to the brightest with Colgate Optic White.
