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Voltaren
The diary of an active life

RAN IN: Russia

CLIENT
GSK Consumer Healthcare Russia

AGENCY
MediaCom *Lead Agency


EVEREST


SUMMARY

The growth of cheaper analogues segment of topical painkillers and their active local communication became a serious threat to the leadership of Voltaren, that continued to use global creative messages.It was crucial for the brand to strengthen emotional connection with its audience and create additional value.In spring of 2018, we launched “Diary of an active life” on “Domashniy”, where actress Anna Frolovtseva and TV host Larisa Verbitskaya showed exercises for maintaining joints health. Series were also promoted in dedicated Voltaren community on Odnoklassniki.The project significantly improved Voltaren’s key metrics and strengthened its position in highly competitive environment.

CASE VIDEO


Audience: In Russia, there is a stereotype that women have less interests with age. But now the older women show a reverse trend: they are open to new experiences and want to stay active: for example, 59% want to improve  culinary skills, 55% want to look younger and be healthier, 27% want to learn something new * Social listening, M'Index, 2017. Despite the fact that women 50+ still have TV as a priority channel (93% weekly coverage), Internet becomes an integral part of their lives (50% weekly coverage) * Ipsos Comcon, Russia H1, 2017 .

Objectives: Business:- Increase market share- Attract new customersKPI: Market share +1pp (Proxima), Purchase growth +7% vs past month (BrandLift research via Tiburon panel)Media: Reach% 1+ 50%Communication:- Build strong emotional connectionKPI: Image attributes “for people like me”, “I trust this brand” growth +7%. Improved brand attitude of 30% of audience (BrandLift /Tiburon).- Increase brand engagementKPI: At least 10,000 of interactions with branded content (Shares/Likes). Image attributes: “unique brand”, “value for money” growth +7% (BrandLift /Tiburon).

Type: B2C

Language: English, Russian