Lead Agency: Wunderman Thompson
Region: North America
The objective of this campaign was to bring a new, younger audience into the cold sore category by demonstrating that not only is Abreva a product that is safe and effective at relieving cold sores, but it's a brand that is relevant to the lifestyle interests and behaviors of a new audience segment ("Early Sufferers").
We would measure success based on two key performance indicators:
- Campaign awareness, based on ad recall, via follow-up survey—our goal was to outperform existing benchmarks of 35%
- Brand interest (that the person was willing to learn more about Abreva), based on measured lift in search across YouTube and Google—our goal was to double the typical branded volume