We were honored to be recognized with our client GlaxoSmithKline (GSK) with a Bronze Cannes Lions Award and a Consumer Health Gold SABRE for our campaign “Horse Sells Nasal Strips to Humans”.
The Breathe Right® brand’s shining moment started with a winning horse and his nasal strip. California Chrome was on his way to compete in the Belmont Stakes for the Triple Crown. After much media attention to California Chrome’s nasal strip, GlaxoSmithKline galloped into action to steer the conversation, allowing Breathe Right® to drive awareness and educate about the product as a way to increase trial and adoption of nasal strips for humans.
In just nine days, the teams were able to realize a time-sensitive activation, including creating a Belmont Stakes-themed TV commercial, securing access at the track, generating mass traditional media buzz and incorporating social media tactics for a true surround-sound approach. We worked to weave the brand naturally into the social conversation and began conducting real-time outreach. Teams responded to online mentions on Facebook and Twitter around nasal strip conversations and specific questions about Breathe Right® Nasal Strips. This effort was supported by a 360-degree media plan, including advertising and social media in addition to traditional media and influencer outreach.
Around the track, Breathe Right® offered free product samples via street teams and access to GSK brand experts to answer questions about the brand. Consumers were encouraged to color their strips green and purple in support of the GSK’s sponsorship of California Chrome. The social media team captured real-time pictures shared with the Breathe Right® brand social channels or by encouraging consumers to share “selfies” on their own channels using the campaign hashtag, #breatherightbelmont.
Partnering with Golin, we secured top-tier national earned placements such as USA Today, Forbes, Good Morning America and LIVE! with Kelly & Michael. There were 131 positive original placements, six spokesperson interviews conducted and 938 million impressions via print, online and broadcast placements and original story and press release pickup. Heavy amplification of original stories increased the overall reach of original stories by 228 percent. The onsite program drove trial and social mentions directly from the track with 3,200 proactive tweets on and leading to the event and delivered samples to half of the 100,000 attendees.
The 360-degree plan, encompassing onsite sampling and paid, earned and social media, resulted in a 40 percent increase in sampling requests available through the Breathe Right® website and a significant increase in year-over-year sales.
The 2015 North America SABRE Awards shortlist includes around 300 campaigns, selected from among more than 2,000 entries in this year’s competition, which recognizes Superior Achievement in Branding, Reputation and Engagement. The campaigns were evaluated by a jury including more than 40 industry leaders.
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