Put the brand front of mind when shoppers are buying

Challenge:

Increase saliency during a key sales period to increase market share.

Background:

Hedrin is the one of the UK’s leading head lice brands, but in an era of retailer range rationalisations, category competition, new product launches, increased marketing spend and powerful on pack claims, the market had become intense. From our research, we understood that virtually all brands are seen as ‘effective’; the category had become confusing and the more anxious ‘first-time’ parents needed support and reassurance.

Solution:

All competitor marketing conforms to the historical problem-solution approach, and we wanted to break out of this – to make the topic of headlice more human, not add to the turmoil. We connected with parents on both a functional and an emotional level, offering support and understanding. The creative idea – No Drama – normalises the problem of head lice, by putting it into context.

The integrated campaign spanned TV, outdoor, VOD, consumer press, digital display, social media, trade press, PPC and expert influencers, to provide both awareness-driving mass media supported by more practical information on what to do.

Results:

The campaign jumped Hedrin to the #1 sales sport, with both sales and market share up, awareness tracking showed Hedrin became the leading brand in spontaneous recall, and the activity positioned Hedrin as the guiding light for all things head lice.