Campaign details
Brand: FenistilBrand owner: GSK Consumer HealthcareAgency: MediaComMarket: Russian FederationIndustries: Non-prescription, OTC productsMedia channels: Mobile & apps, Online display, Search marketing, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k
Executive summary
Fenistil is perceived as an anti-itch treatment for mosquito bites and only holds leadership in summer, though originally it had broader use indications that were relevant year-round.
Consumer usage had become a challenge. The brand needed to achieve a fundamental change in perception to drive growth outside of mosquito season.
When...