|Title||GSK, POLIDENT 2014 DIGITAL TEST CAMPAIGN –SHANGHAI, 2014|
|Product / Service||POLIDENT|
|Category||A02. OTC Applications|
|Entrant||MEDIACOM Shanghai, CHINA|
|Media Agency||MEDIACOM Shanghai, CHINA|
|Entrant Company||MEDIACOM Shanghai, CHINA|
|Media Agency 2||MEDIACOM Shanghai, CHINA|
Polident is market leader in specialist denture care, but it’s still a new category with very low penetration and awareness. Our challenge is to educate consumers there is a better, healthier way to care for dentures, and also encourage immediate trial. We leveraged unique Chinese family bonds and the developing dynamic of “reverse learning” between parents and children. Our campaign idea “unleash parents joy without inhibition” would reconnect children to the emotion of nurturing engendered by their parents, and give them the knowledge to teach their parents how to better care for dentures and lead a happier, healthier life. We focused on mobile platforms and leveraged social KOLs to distribute our branded content films and comics, to build awareness and create buzz. We used mobile in-APP banners to drive traffic to our campaign site for further education and engagement. The film was actively viewed more than 690,000 times in the two-week campaign period, with a high engagement from viewers – 98% of which was very positive. We had more than 30,000 registrations for trial samples, which is more than four times the planned number. This established a brand new CRM and referral database for GSK to develop into future business.
Our goal is to educate denture wearers there’s a better, healthier way to care for their dentures, and encourage immediate product trial. However to do this we needed to find a targeted way to reach them, that was also powerful enough to change their ingrained behaviors. Therefore instead of educating the wearers themselves, their children (P25-39) were our target audience. They care about their parents’ health and purchase online on behalf of their parents. In China, adult children are their parents’ opinion leader in modern daily life.
To best connect with the target audience we created content focused on oral/denture care. This was designed with getting the children of denture wearers to take action, on behalf of their parents. We focused on mobile platforms where we knew our target audience spent most of their time. We leveraged popular social KOLs to distribute our branded content films and cartoons, to build awareness and create social buzz, mobile in-APP banners to drive traffic to our campaign site for further consumer education, engagement and finally, trial. Every piece of communication offered the audience the immediate opportunity to try out Polident to experience the difference We also cooperated with several targeted online stores which sell products for the seniors within TMall (the biggest E-commerce platform in China). This made obtaining a Polident trial pack extremely easy.
We received more than 90 million social media impressions The Polident video went viral and was actively viewed over 690,000 times in the two-week campaign period with a high engagement from viewers – 98% of which was very positive. 53 popular opinion leaders on social media talked about the Polident initiative We received more than 66000 comments and shares We also gained more than 30,000 registrations for trial samples through E-commerce channel within 2 weeks. This was 4x of what we expected so it showed we truly connected across the generations! The campaign established a brand new CRM and referral database for GSK to develop into future business.
When leveraging the Chinese family bonds, most brands conduct campaigns invoke “guilt” from the child parent relationship. But we decided to take a different direction, instead of being a feeling of dependence, Polident encouraged people to look at elderly life as a happy and unfettered time. Parents nurture and educate their children to promote health and happiness as they develop. But once children grow up, a role reversal happens and it becomes the responsibility of the children to take care of their parents. Central idea: Old Child, New Family Rules-- Unleash Parents Joy without Inhibition In our case, denture wearers of today had already cultivated great oral care habits in their children. Leveraging the dynamic of “reverse learning” we now decided to help these grown up children to instill the same good habits of oral (denture) care in their parents. The result was an action focused campaign- designed to waking people up on social media and driving them to help their parents take better care of dentures.