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CloseUp: Let love rule
Alexandre Boin, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Closeup, the toothpaste brand, used a Valentine's Day campaign in Vietnam to reinforce its brand message with its key (youth) target market.
This case study describes how Closeup, the toothpaste brand, used a Valentine's Day campaign in Vietnam to reinforce its brand message with its key (youth) target market. The brand's marketing message is about expressing closeness, but the Vietnamese youth are shy about expressing their feelings. Closeup used the insight that witnessing gestures of love leads to people wanting to do something similar. Therefore Closeup found people who wanted to express their feelings and then used videos of them to surprise their partners. The content helped to establish the brand with over 4.5 million views, and the brand experienced an increase in metrics. Sales volume increased by 14.9%.
Sensodyne: Dentist Pledge
Kanika Manglik, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Sensodyne, the toothpaste brand, sought to increase its market share in a crowded Singaporean market.
This case study describes how Sensodyne, the toothpaste brand, sought to increase its market share in a crowded Singaporean market. The campaign used a strategy utilising paid, owned and earned media. Paid ads were placed on television and radio and in print media to increase awareness about tooth sensitivity. An event then took place where consumers could get free tooth screening and meet experts, with samples provided to attendees. This gained coverage in news media and online. As a result of the campaign the brand's 'first recommended brand' score increased by 20% and a positive ROI was achieved.
Oral B: Smile India Movement :)
Apeksha Wallia, Warc Prize for Innovation, Entrant, 2013
As a challenger brand in the Indian dental care category with a limited marketing budget to spend, Oral B needed to drive ROI by investing its budgets smartly.
As a challenger brand in the Indian dental care category with a limited marketing budget to spend, Oral B needed to drive ROI by investing its budgets smartly. Research revealed that Indians were smiling less due to poor oral hygiene. This case study describes how the brand used this insight as the basis for a "Smile India" movement encouraging people to pledge to take care of their teeth and enjoy a free dental check-up. The campaign features print, social media and events. As evidence of the success of this approach, this case study cites the number of pledges generated, and improvements in brand equity scores and market share.
Polident and Super Poligrip: Polident Reverse Decline
ARF Ogilvy Awards, Silver, Health & Personal Care, 2013
This case study explains how research contributed to reversing the sales declines of Polident and Super Poligrip, two denture care products from GlaxoSmithKline.
This case study explains how research contributed to reversing the sales declines of Polident and Super Poligrip, two denture care products from GlaxoSmithKline. By leveraging data fusion and predictive modelling, the research identified a new and relatively untapped target group - Image Conscious Denture Wearers - which drove a new media strategy. Existing creative was employed that focused on communicating key reasons for using the product. Shifting investment from Broadcast TV to Cable TV and digital media improved delivery among the new target. With no change in budget or creative, the campaign drove a 7% increase in volume (roughly doubling incremental volume) for the brand.
Odol-med3: How a word-of-mouth campaign helped toothpaste win a place in everyday conversations
Ben Corah and Katherine Kinnear, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2012
The 2007 invention of Odol-Med3 gel foam toothpaste provided an opportunity for the wider Odol-med3 brand to move beyond its aging market and attract a new, younger consumer.
The 2007 invention of Odol-Med3 gel foam toothpaste provided an opportunity for the wider Odol-med3 brand to move beyond its aging market and attract a new, younger consumer. Owner GlaxoSmithKline wanted word-of-mouth (WOM) to lead the integrated launch campaign but faced a number of challenges including: GSK's diverse objectives and high KPI targets, the habitual dismissal of the Odol brand by the target audience, and the inherent low-interest nature of the product. By implementing a WOM and social media communications plan, the campaign engaged and empowered a select group of category influencers whose positive peer-to-peer conversations drove product trial and awareness. This created a significant, measurable sales uplift of both the Odol-Med3 gel foam by 15.7% and of the total brand by 7.1%.
Close Up: Switch on instant beauty
Warc Prize for Asian Strategy, Entrant, 2012
Unilever wanted to promote its toothpaste brand, White Now, which delivers instant tooth whitening, in Thailand.
Unilever wanted to promote its toothpaste brand, White Now, which delivers instant tooth whitening, in Thailand. To do so, it marketed the brand as a cosmetic tool that immediately enhances the brightness of a smile, using the creative idea "Switch on Instant Beauty". The campaign centred on experiential marketing through a "speed dating in the dark" session and was supplemented by further promotion in cinemas and via point-of-purchase and out-of-home media. The campaign led to it nearly doubling its market share.
European Association of Communications Agencies, Silver, Euro Effies, 2012
Paradontax, the GlaxoSmithKline-owned dental gum care brand, wanted to increase its share of the growing market for its product in Bulgaria, Croatia, Germany, Italy, Romania, Russia and Slovenia.
Paradontax, the GlaxoSmithKline-owned dental gum care brand, wanted to increase its share of the growing market for its product in Bulgaria, Croatia, Germany, Italy, Romania, Russia and Slovenia. Television was used as the medium for a campaign aimed at anyone who suffered from bleeding gums. A series of 30-second TV executions were created, based around the claim that Paradontax could prevent bleeding gums. This case study argues that there was a significant lift in purchase intention amongst consumers exposed to the campaign, compared to those who had not seen it.
Polident Kilauan Emas: Breaking a psychological barrier & improving lives of denture wearers
Charu Aggarwal Harish, Warc Prize for Asian Strategy, Highly Commended, 2012
GlaxoSmithKline were looking to encourage product trial of its denture adhesive cream Polident and build engagement with denture wearers in Malaysia.
GlaxoSmithKline were looking to encourage product trial of its denture adhesive cream Polident and build engagement with denture wearers in Malaysia. It learnt that denture users found activities like singing and eating difficult to enjoy because they were worried their dentures would fall out. However, as there were no products like denture adhesives in Malaysia, this made consumers sceptical of their benefits. As a result, they developed a campaign highlighting the benefits of using Polident by creating of a branded TV show Kilauan Emas (Golden Shine) with Malaysian TV channel Astro Prima. The show focused on singing and was aimed viewers over 45, providing proof that Polident helped denture wearers to sing with confidence. As a result, Polident’s growth tripled to 71% compared to 23% in the previous year.
Oral B: Smile India movement
Gaurav Virkar, Apeksha Wallia and Shailesh Jadhav, Warc Prize for Innovation, Entrant, 2012
In India, Oral-B lagged behind Colgate in brand equity scores on 'endorsed by dentists' as well as 'superior cleaning'.
In India, Oral-B lagged behind Colgate in brand equity scores on 'endorsed by dentists' as well as 'superior cleaning'. The goal was to convince Indian consumers that Oral B truly is a dentist-endorsed brand that stands for superior oral health. A 360-degree consumer engagement programme was created that lead to a world record for the highest number of free dental check-ups, which was used to drive salience for the Oral B brand. This pan-Indian "Smile India" movement involved 10,000 dentists and 10 million consumers and helped Oral B to hijack the Colgate claim of dentist endorsement. It also generated sales 38% higher than over the corresponding period of the previous year.
Polident: Bridging the generation gap
Mary Zhou, Warc Prize for Innovation, Entrant, 2012
Denture cleaner Polident's challenge was to build brand and category awareness in China, because denture cleansing tablets were almost unknown and many denture users were happy with brushing their dentures in the traditional way.
Denture cleaner Polident's challenge was to build brand and category awareness in China, because denture cleansing tablets were almost unknown and many denture users were happy with brushing their dentures in the traditional way. Research showed that 50% of Polident purchases were made by young people for their parents, but these children were leaving parental homes to find work in cities. Polident encouraged these young people to express their care for their parents through Polident's micro-blog, and by sending e-letters and Polident trial packs to their parents. The campaign led to brand awareness tripling and an increase in sales of 81%.
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