Outperform the market and gain share

Challenge:

Outperform the competition in a hard-fought category on a smaller budget than rivals.

Background:

Covonia was amongst the leading brands but in need of a refresh to compete with heavy spending competitors. Audience research revealed an obvious but valuable insight – people prefer a powerful, fast acting remedy that lets them get on with their day. This gave us an opportunity to harness what people already love about the brand and dial up the message.

Solution:

Don’t talk about effectiveness like everyone else, focus on the bullish attitude of power and strength. The TV and outdoor advertising was amplified through social media and a Chatbot in the guise of brand mascot, Vince the bull, who helps sufferers choose the right product based on individual symptoms.

Results:

The campaign outperformed every other brand in the market; Sales soared 25%, growing market share by 2% and winning multiple awards in the process.
But how do you follow that?

We cut ahead of the competition to land Covonia's hard-hitting message when people need it most: when they're ill.

We developed a bespoke machine learning tool which analysed multiple data sources to predict incidences and locations of cough outbreaks across the UK, forecasting cough outbreaks one week ahead with 95% accuracy. We then used this unique insight to efficiently target ad-spend by region.

Another award-winning project, the cough predictor campaign challenged category rules, reducing marketing budget and setting ambitious commercial targets. Covonia sales increased 7%, outperforming the market by 4%, during the season.