Advertiser: Reckitt Benckiser (Malaysia) Sdn Bhd Brand: STREPSILS Creative Agency: - Credits: -
To many, Strepsils was known to soothe and cure infectious sore throats. However, not many were aware of different environments can cause non-infectious throat irritation. Objective was to educate the target audience to also treat non-infectious throat discomfort, (eg. causes by dust, air-conditioning, change in temperature) and to further strengthen Strepsils brand equity.
Insight, Strategy and the Idea
Through conducted research, we zeroed into the main cause of non-infectious throat irritation; changes in temperature. And the Weather is the main natural cause of it! Given Malaysian weather changes abruptly, we observed a great potential in growing Strepsils’ market share by being more contextually relevant. Our strategic media objective thus became clear: to increase awareness that Strepsils is THE lozenge for you, rain or shine. “Catching the target audience at the right moment” was the mantra throughout the planning process. Moment marketing became our key approach. But how could we combine moment marketing with the weather? Thanks to app and plug-ins!
Facebook was our primary platform for its’ capability of mass audience reach, complemented with a weather app plug-in that triggered a change in creatives, depending on rain or shine. Through this approach, we increased the ad relevancy to the target audience. We also used geographic locations, knowledge of peak traffic hours to focus messages to consumers who were most likely experiencing the kinds of scenarios when Strepsils could help soothe the situation.
Results and Effectiveness
The Weather Moments marketing campaign created a thunderstorm of results: Campaign reached an audience of 11.5 million, with over 37million impressions and generated more than 440,000 clicks and 4million views! Coupled with the 12% Year on Year (YOY) sales increase, it’s proven that we found the ‘sweet spot’ for the campaign. An incredible feat for a brief two months! Truly, our campaign meant the sun was shining brightly for the brand!