Campaign details
Brand: Children's PanadolBrand owner: GSKAgency: PHD Media Sydney AustraliaCountry: AustraliaIndustries: Non-prescription, OTC productsMedia channels: Online video, Programmatic display, Search marketing, Social mediaBudget: 500k - 1 million
Executive summary
First-time mums were using pain relief brand Baby Panadol incorrectly – using babies' ages to calculate dosage, not their weight. Trust and sales were in rapid decline, which was dire for the Panadol business.
The real challenge was reaching the unreachable – first-time mums. With 25,000 new babies born each month, this target's composition was constantly changing....