Download - GSK Aquafresh Case Study
Launch a new foaming gel premium formatDrive awareness and volume trialEvidence superior performance claimsWin adoption and portfolio penetration – brush, gum, washCreate a social advocate toolkit for activation in EU markets
The Problems We Solved
Created a competitor-user advocate home trial regional toolkit and locally activated the launch in UK, DE, FR, NL
Included content and strategy for on-going long term brand engagement programme delivering e-education in support of improved oral healthcare
Pass-on discount cards for friends & family Processes and assets to capture, curate and amplify user
stories and advocacy content credentialing usage and cleaning effectiveness, taste, whitening, freshness etc.
How We Did It
10K
200KWAVE 0
AquafreshIso-ActiveAdvocate
Trialists
1.7ML
+4ML
+15.7%
WAVE 1Pass-on
discount cards distributed
WAVE 2Organic
brand recommendations
WAVE 3Organic
Brand conversations
NIELSEN:SKU uplift in value sales
via WOM advocate
campaign
DE
05/03/2023 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
0
70
140
210
280
350
Volu
me
-50%
0%
50%
100%
150%
200%
T Vs. C % Diff Test Stores Control Stores
Odol-med3 samtweiss aktiv Gelschaum WOM – MPA Power Page
Study Objectives and Specifications• To evaluate the impact of the WOM campaign on sales of Odol-med3• Panels: Test = Remaining Germany Control = Brandenburg (no WOM)• Item: Odol-med3• Outlet: Grocery Mults & Drug Discounters• EQ basis: Volume
• In the future, allowing a larger geographic area to be ‘clean’ from the Word of Mouth Influencer test treatment will allow a larger pool of control stores, adding to a more robust model.
• The advantages of having a more robust model include more precise impacts for the targeted items and a greater likelihood of detecting changes in sales of related sub-brands and competitive items.
• The overall Odol-med3 brand also saw a positive impact of +7.1%.• The brand has benefited from a halo effect due to the Word of Mouth campaign.• The campaign brought customers to the aisle, and brought the brand to top-of-mind.• Allowing new items to gain regular distribution before executing a Word of Mouth campaign may increase
sales impact.
15.7% Adjusted Impact71% Significance
110.06127.33
Adj. Test Sales
Control Test
Covariate Adjusted Mean Sales per StoreOdol-med3 samtweiss aktiv Gel-Schaum 100mL
Control Test
Unadj. Base Sales