CASE STUDY: Savlon One Big Adventure
Provided by smp
How we helped Savlon achieve a BIG uplift in sales.
What was the Challenge / Background of the Campaign?
Savlon was primarily perceived as a cream rather than an all round first aid solution.
What was the Campaign Objective?
Novartis Consumer Healthcare asked us to increase awareness and trial of the entire Savlon range, as well as educate mothers about Savlon's three step process of 'Cleanse, Treat and Protect' and help key stockists drive sales.
Our Shopper Touchpoint Analysis led us to an experiential campaign as the best way to get our message across, whilst reaching the maximum number of Mums who would be receptive to engaging with the product. Venues were assessed using our Location Ranking tool, and our ROI model was put in place to validate this approach and set benchmarks.
What was the Solution?
We targeted four major shopping centres where mothers would be out with their children. Working on the ATL creative platform of 'kids should enjoy life's adventures', we created a huge inflatable obstacle course and challenged children to race over and 'post' dummy packs of Savlon products into the right boxes (Cleanse, Treat or Protect). Meanwhile, mum was walked through the three step process by a brand ambassador and were given a booklet that explained the range plus an incentive to go to the nearest Boots or Superdrug to buy Savlon products.
What were the Results?
1.2 million people had the opportunity to see the activity
Over 22,000 mothers and 6,000 children took part
71% of mothers had increased awareness of the range
There was an average 490% uplift in sales in stores near to the activity
94% said they had bought or intended to buy from the range
Estimated 138,160 incremental sales year 1
Estimated ROI of £1.63 for every £1 spent (year 1)
What were the Key Learnings of this Campaign?
"The recent Savlon one BIG adventure campaign delivered outstanding uplifts and was able to engage consumers in the 3-step routine in a fun and relevant way. The smp team are great to work with and I have 100% confidence that whatever I brief them on they will come back with brilliant ideas that are on brand and executable." Amy Wright, Brand Manager, Savlon.