CategoryG03. Single Market Campaign
EntrantPHD Sydney, AUSTRALIA
Idea Creation PHD Sydney, AUSTRALIA
Media Placement PHD Sydney, AUSTRALIA


Name Company Position
Jo Thomasson Host Havas Group Account Director

Why is this work relevant for Direct?

So many firsts: Reached the unreachables - Built our own target audience with a bespoke data algorithm Broke through the walled gardens - Bespoke target allowed to penetrate YouTube Restored the Panadol Baby Brand back to number 1 position It takes an ordinary everyday brief most planners get but makes it extraordinary through the creation of a data-led solution. This is one of the first examples of the new frontiers now being traveled in media targeting. Sure it has not saved lives but has saved a few first-time mums from losing their minds through our algorithms “mind reading".


Children’s Panadol was in rapid sales decline. First-time mums with children 0-1 years believed competitors were more effective for their babies’ pain-relief. Panadol was no longer trusted as the most efficacious treatment. Challenge: To reach new mums and increase perceptions around efficacy and trust whilst halting declining sales. First time mums with children 0-1 years are a critical business segment. Lose them within the first year of motherhood, lose them for life. Mums were turning away from Children’s Panadol because it wasn’t seen as effective. This was a big misconception. Research uncovered that it wasn’t that Panadol was less effective, it was that mums were using it incorrectly. Using babies ages to calculate dosage and NOT their weight. This was further quantified through search behaviours with very few instances of mum even looking for dosage when compared with other heavy and constant searches (fever, teething colds, immunisation)

Describe the creative idea (30% of vote)

We could have run a broadcast campaign about dosing. But we knew this wouldn’t work as why would she listen to brand she no longer trusted. First Time mums are more receptive to information when in search of questions they are looking for, or rather problems they are trying to solve. In fact, they are voracious in their appetite to find an answer to stop their baby’s suffering from fever, teething, colds or immunisation and to be relevant we had to always be there when they were looking and be part of the solution. We knew that if we could take a leadership position within these popular topic areas, we could then raise our dosage story with greater credibility. We needed to be always on and always relevant, with solutions to these health problems mum was looking for, when and where she needed them, to open the door to dosing.

Describe the strategy (20% of vote)

First time Australian mums with children 0-1 are notoriously hard to find in media. There are only 133,000 and are a segment that changes every month (circ. 25,000 new babies are born each month). The standard industry target of ‘Mum with children 0-5years’ was useless for us. It created too much wastage, didn’t allow us to make the all-important first impression with ‘First Time’ mums, and didn’t allow us to talk to the ‘revolving door’ of new first-time mums. Instead of relying on the traditional and standardised ‘mum’ audiences, we built our own machine learning algorithm, designed to trawl a huge amount of data from across the web and identify our ‘First time mums with Children 0-1’ with accuracy. Over 8 billion of these observations were conducted every 24 hours, allowing us to be genuinely reactive to the continual stream of new mums entering the segment

Describe the execution (20% of vote)

The algorithm looked at; topics of interest, natural language, sentiment made possible with 1st, 2nd (Kidspot) & 3rd party data through DMP integrations. The Kidspot Baby data agreement was an important hygiene factor that allowed us to qualify our first time mum across our full DMP. It knew the information each mum was looking for (e.g. teething), the media environment she was in (e.g. The Daily Mail,) then served her the most suitable format. These matches were actioned in real-time to meet each mum’s individual need at any moment. In a global first we activated our algorithm across all major platforms- including Walled Gardens like YouTube. Google allowed us to Beta test our bespoke targeting approach.

List the results (30% of vote)

REACHED THE RIGHT MUMS Target audience match-rate for algorithm was a staggering 96.7% HELPED CONVINCE MUMS WE WERE TRUSTED AND EFFICACIOUS Hyper-relevant content tracked 92%-95% for believability the norm being 57% (Milward Brown). Children’s Panadol was back into #1 position against key efficacious measures. (IPSOS) 13% “children’s pain reliever brand I would trust” Goal was 10% 17 % “more effective than other children’s pain reliever” Goal was 12% 21% “can start to reduce fever quickly” Goal was 14% DROVE SALES Category in decline -3.8%. Our main competitor back -4.6% (Mat Value YA). Despite this Children’s Panadol maintained value and increased share of sales by 4.6% yoy (MAT YA). (Nielsen). “We are blown away by the results. They took a specific problem and solved it through an insightful strategy, powered by data and tech” Cat Douglas Head of Media GSK ANZ Algorithm was awarded #1 Innovation Program recently by the AFR.

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

Children’s Panadol is a well known global brand but locally within Australia its competitors, were more trusted by first time mums as they believed they were more effective. This was greatly affecting Children’s Panadol sales and key brand measures. What we discovered was that in Australia first time mums were just not dosing Children’s Panadol correctly. We really needed to provide better education for First Time Mums to demonstrate that the brand was effective. This would then keep them with the brand not just for the first year but for life.