CHILDREN'S PANADOL - FIRST TIMERS

TitleCHILDREN'S PANADOL - FIRST TIMERS
BrandGSK
Product / ServiceCHILDREN'S PANADOL
CategoryA03. Healthcare
EntrantPHD Sydney, AUSTRALIA
Idea Creation PHD Sydney, AUSTRALIA
Media Placement PHD Sydney, AUSTRALIA
Production HOST/HAVAS Sydney, AUSTRALIA

Credits

Name Company Position
Jo Thomasson Host Havas Group Account Director

Background

Today we have the same marketing problems. Increase brand perceptions, increase sales. But yesterdays solutions are not solutions. Outside the standard 10% test and learn only a few Clients are braver, when they see a game changing solution, backed by technology and driven by scale, they go for it. This is one of those. Children’s Panadol was in rapid sales decline because first-time mums with children 0-1 years believed competitors were more effective Our Marketing Challenge was to reach new mums and increase perceptions around efficacy and trust whilst halting declining sales. Our Real Challenge was to reach first time mums with babies 0-1 years, a target unreachable through standard media targeting. Until we built her ourselves.

Describe the creative idea

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 percieved Children’s Panadol as ineffective. This was a misconception Research uncovered that mums were using babies ages to calculate dosage and NOT their weight. Through analysing her search behaviour we found a way back in. 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. They are voracious in their appetite to find an answer to stop their baby’s suffering from fever, teething, colds or immunisation. 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 credibility.

Describe the strategy

We needed to be always on and always relevant, with solutions mum was looking for, when and where she needed them, to open the door to dosing. We would do this by using search insights to uncover the most relevant and motivating content for first time mums, create our own pool of solution-based content, which then allows us to weave practical dosage content into the mix. Sounds simple. But it wasn’t. 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

Describe the execution

Campaign began: 22/04/2018 We built our own machine learning algorithm, trawling the web conducting over 8 billion observations every 24 hours enabling us to accurately identify our ‘First time mums with Children 0-1’. 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

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.

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