GSK Consumer Healthcare: Digital planogram

GSK, the pharmaceutical health company, implemented a new digital commerce strategy to accelerate share gains in the US.

Campaign details

Brand: GSK Consumer HealthcareBrand owner: GlaxoSmithKlineEntrant company: GSK Consumer Healthcare, WarrenIdea creation: In houseMarket: United StatesSector: Oral healthMedia channels: Online display, Search marketingBudget: 3 - 5 million

Executive summary

In January 2020, GSK Oral Health implemented a new digital commerce strategy to accelerate share gains in this rapidly growing class of trade. This strategy, known as the digital planogram, drove +4.9pts of share growth, doubled sales and helped GSK achieve the #1 share of the US oral health category on Amazon in 2020....

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