Betadine: 'Supporting my journey' - A social media program that follows the progress of five people to reach the goal of completing a triathlon for the first time.

Henry Rosas, Taizoon Dadla and Sakshi Mathur

Campaign Details

Brand: BETADINE®
Brand Owner: Mundipharma Middle East
Lead Agency: Arena Media (Havas Group); Sky High Advertising
Contributing agencies: Spread Communications (PR Agency)
Country: Bahrain, Kuwait, Lebanon, Oman, Pan Arab, Qatar, Saudi Arabia, United Arab Emirates
Industry: Non-prescription, OTC products
Channels used: Online video, Public relations, Social media, Word of mouth, advocacy
Budget: Up to 500k

Executive Summary

This case study describes how the BETADINE® antiseptic brand attracted a younger audience to ensure it stayed relevant in a quickly growing OTC category in Middle Eastern countries. "Supporting My Journey" campaign follows the progress of 5 regular people to reach the goal of completing a triathlon for the first time, embarking on an intensive 12-week fitness journey through different social media channels and PR activities.