Advertiser: GSK
Agency: PHD
Category: Fast Moving Consumer Goods
Managing Director: Chris Hoopes (Phd)
Group Account Director: Elizabeth Murphy (Phd)
Senior Research Analyst: Hasan Dogan (Phd)
Associate Director/Research And Analytics: Victor Perng (Phd)
Director/Research And Analytics: Renee Cassard (Phd)
Associate Director/Research And Analytics: Shawn Song (Phd)
Oral Care Director/Us: Pauline Silverman (Gsk)
Analyst/Research And Analytics: Roza Salazar (Phd)
Chief Research/Analytics Officer: Dr. Sandra K. Eubank (Phd)
Associate Strategy Director: Rachel Baumann (Phd)
Execution
Research and modeling were used to identify a new and unreached target for the brands.Our team believed that a significant subset of denture wearers don’t use denture-specific products; these consumers represent a rich growth target. However, we could not find them using existing currency data, as denture wearers were not identified therein.The team employed sophisticated research to validate the target, including surveys, fusion and predictive modeling. The result was a new target with two times higher purchase intent than other denture wearers.Projecting the new target to MRI gave us, for the first time, a rich profile of these consumers and their media consumption. As a result of the modeling, the MRI target shifted significantly in key demographics. This campaign used existing creative, developed by Grey, which emphasized the key product benefits through persuasive testimonials, and used a significantly different media mix to connect with the new target.
Effectiveness
The campaign drove a 7.6% sales increase for Poligrip, doubling the sales driven by advertising (relative to the prior year), as measured by a third-party econometric model.While this might seem to be a small increase, the incremental volume driven by advertising was historically about 6-8%, which is typical for packaged goods. Therefore, the 7.6% increase observed represents an approximate doubling in incremental volume from advertising. Advertising ROI during the period was $1.35 incremental sales per dollar invested, which again is a strong result for established FMCG products.Similar results were obtained for Polident (+8% in sales).
Strategy
Traditionally, media creativity was defined as being first to market with placements and partnerships that helped an advertisement stand out and generate higher impact. But today’s technology has enabled new avenues of creativity. Now, a media team can be creative not just in media execution, but also in how it uses data to find and reach new targets. This occurred with GlaxoSmithKline’s Denture Care products, Polident and Super Poligrip. The brands, and the entire category, had experienced sales declines in the past year. Nevertheless, they were charged with generating significant increases (+5%) in 2011-2012. While seemingly modest, this objective was actually aggressive given the category decline, the brand decline, no new creative, and a flat budget.Our fundamental media objective was to drive increased awareness and usage among a high propensity denture care audience that had not been engaged during previous campaigns.