Campaign details

Brand: Children's Panadol
Brand owner: GSK
Agency: PHD Media Sydney Australia
Country: Australia
Industries: Non-prescription, OTC products
Media channels: Online video, Programmatic display, Search marketing, Social media
Budget: 500k - 1 million

Executive summary

First-time mums were using pain relief brand Baby Panadol incorrectly – using babies' ages to calculate dosage, not their weight. Trust and sales were in rapid decline, which was dire for the Panadol business.

The real challenge was reaching the unreachable – first-time mums. With 25,000 new babies born each month, this target's composition was constantly changing. So we built our own first-time mum, through a custom-made algorithm. This was based on 8bn observations, scanning the internet every 24 hours. Analysing her behavioural triggers, then serving her the most relevant and helpful baby health content she was just looking for, opening the door to our 'correct dosage' message.