PRODUCT LAUNCH

A lip care product that can prevent cold sores

Assignment

Launch a new product into the competitive lip care market, driving awareness amongst the opinion leading younger female audience.

Action

To deliver impact and coverage cost efficiently demanded a highly targeted TV campaign.  We used channels like E4, Comedy Central, Sky and ITV Digital.

Importantly our flexible buying approach allowed us to move spots in-campaign to optimise performance and focus on key content. This was deployed with great effect on ITV2’s surprise hit programme in 2017, Love Island.

The campaign was optimised using web attribution tools to drive sales, along with a digital strategy to allow people to find out more, with options to then buy.

Judgement

The launch campaign was a success with Prevasore now established in the lip care market with distribution consolidated.

Having reached 58% of our key audience, awareness remains high.

The online journey we crafted ensured maximum prospect conversion, that has led to a very strong sales performance, both in the launch phase and beyond.