Nurofen: Smart Summer, Smart Dose

Mykhalchuk Viktor, Marketing Director, Reckitt Health Sagan Kateryna, Senior Brand Manager, Reckitt OTC Health Inna Berezovska, Managing Director, Spark Foundry Oleksii Osadchyi, Business Development Director, Publicis Groupe Yegor Sokurenko, Strategy Lead, Spark Foundry Olga Radkovska, Client Service Director, Spark Foundry Olena Bondarenko, Integration Team Lead, Spark Foundry Tetiana Firman, Integration Team Lead, Spark Foundry Valentyna Sabaniuk, Digital Director, Spark Foundry Dmytro Timakov Digital Planning Group Head, Spark Foundry Oleksii Shaytor, Senior Digital Planner, Spark Foundry Anastasiia Davydenko, Senior Digital Planner, Spark Foundry Mariia Popova, Junior Digital Planner, Spark Foundry

Nurofen is a key player in Ukraine’s pain relief market. However, during the summer, consumption in the category traditionally drops. That’s why Nurofen decided to make the most of the season — and shake up the category during the summer holidays. We structured the summer campaign around a wide range of real-life pain scenarios, discovering 35 instances where Nurofen could help! We created a separate ad for each of them, and then grouped the creatives into 7 distinct socio-demographic groups that best matched each scenario. To stay cost-effective, we chose a single, but highly targeted channel — social media. We pushed it to the max and achieved quick results. 7 socio-demographic groups, 35 interest categories made our communication so precisely targeted that the sales results didn’t take long to follow. This case proved: if you choose the right “dosage” of message, channel, and strategy — the brand doesn’t just stay visible, it wins, even in the off-season!