Glaxo Smith Kline
Making a splash for Spectro Dry Skin Therapy
The Felicity team was asked to drive consumer awareness and purchase of the re-branded Spectro Dry Skin Therapy product line. The goal was to gain national reach and leverage during Eczema Awareness Month, in order to distinguish Spectro from other brands within this highly competitive category.
The team developed a three-pronged strategic approach:
1) Broaden the focus beyond Eczema to dry skin
2) Build a story hook incorporating the Spectro Dry Skin Therapy line that would earn media coverage
3) Leverage Eczema Month timing and partnership with Eczema Society
The Felicity team was excited to make news about this highly-effective product. However, in the absence of true new product news, the team built a bigger story for the campaign based around the question: Which winter ailment bothers Canadians most: colds or itchy, dry skin? The team engaged media from coast-to-coast in telling why more Canadians are bothered by itchy, dry skin, and what they could do about it. “Dry Skin Survival Kits” helped them alleviate their itch for great content, and a partnership was struck with Canada’s most popular parenting magazine, Today’s Parent.
The campaign surpassed its pre-set goals of print, broadcast and online media impressions by 75 %, garnering a reach close to 9 million. The program was featured in key Canadian outlets including: Today’s Parent, ParentsCanada, Glow, Fashion Magazine and Best Health. The results also exceed social media expectations and gained 25,000+ hits.