Betadine Cold Defense Nasal Spray
Problem
Just imagine this reality: You’re a mom and you’re tired. You’ve been planning to go on a holiday for months and finally the day comes. However, once you’ve reached your destination, your well-earned holiday gets cut short because someone is sick. And you have to take care of them. How does that make you feel?
Idea
Betadine decided to give moms a break by telling them this:
Don’t turn your vacation into a staycation
Through a series of video and social postings, we targeted moms and showed them the horrors of turning their well-earned vacation into a short-lived staycation, all because they didn’t pack Betadine Cold Defense Nasal Spray along.
Results
2.2 million views
Brand awareness increased from 49% to 64%
Revenue increased by 356% during campaign period
Total usage of products increased from 4% to 15%
276% units sold vs previous campaign
Extensions
We told moms to take a cold hard look at their decision through a series of social postings and even played the video in local pharmacies.
