GSK: Abreva - Reaching a Younger Audience through Mobile Video

Abreva, a cold sore medicine brand, launched an optimised digital video campaign on YouTube to successfully increase purchase intent among younger consumers in North America.

Campaign details

Brand: GSKLead Agency: Wunderman ThompsonRegion: North America

Objective

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:

  1. Campaign awareness, based on ad recall, via follow-up survey—our goal was to outperform existing benchmarks of 35%
  2. Brand interest (that...

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