Lead Agency: Wunderman Thompson
Region: North America
Sensodyne's brand purpose is to create an oral care future that is sensitivity‐free; we wanted to create a mobile-first digital experience that would help the brand achieve this goal. While the legacy site was effective in providing product-specific education and easy access to coupons, we needed to evolve the site to become the authority and primary destination for information on tooth sensitivity and treatment.
The objective of the new Sensodyne US consumer site was to provide category content and product education to as many people as possible, ultimately helping them manage their tooth sensitivity with Sensodyne. Ideally, we would see an increase in traffic volume (particularly from organic sources), traffic quality (measured by engagement metrics like session duration and bounce rate), and intent to purchase (visitation to key conversion pages like Where to Buy and Coupons).