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Hexoral
Hexoral and HeadHunter Collaboration - Thanks, we'll call you back!

RAN IN: Russia

CLIENT
Johnson and Johnson LLC

AGENCY
Brand New *Lead Agency


Wavemaker *Lead Agency


J. Walter Thompson Russia


SUMMARY

To increase Hexoral market share due to new target audience, we have chosen the exact moment when they needed Hexorals help and gone to the perfect channel of communication. March is a period of a high level of epidemics and at the same time March is one of the highest peaks in job hunt. To help young audience prepare for the job interview successfully and be 100% self-confident even if sore throat came suddenly, we have created a Digital project Thanks, we will call you back together with hh.ru, where we explained consumers that sore throat cannot and should not be a barrier for a successful interview, especially if you are ready by having Hexoral with you and knowing live hacks for a successful interview.

CASE VIDEO


Audience: To grow total Hexoral share, we targeted on a younger audience (26-35 y.o.), Men and Women, BC. They are more active and mobile. They have no time to be sick and stay at home with illness because of the active way of life, and so they prefer effective and fast medication to treat on-the-go. They are constantly exploring themselves, both personally and professionally, so they are very mobile and often change their jobs, following their interests.

Objectives: Business goals: to increase total Hexoral secondary sales by +15% in value, which can be measured by internal data based on sales reports and IMS Retail Audit. Behavioral goal: to switch consumers from competitors' lozenges to Hexoral. The results can be verified in TNS studies conducted after the campaign.

Type: B2C

Language: English, Russian