Panadol Extra Soluble Awareness Campaign

Overview

“The campaign aimed to create widespread awareness of Panadol Extra Soluble, showcasing its unique quick pain relief properties to Kenyan consumers. By leveraging diverse digital marketing channels, Panadol sought to educate potential customers about the new product's benefits and differentiate it from standard pain relief options. The strategy focused on building product recognition through consistent messaging across platforms while maintaining cost efficiency throughout the campaign period. ”

Targeting Precision

The campaign implemented carefully crafted ads on local and international websites, with messages customized to target audience behaviors. Strategically placed mobile notifications ensured timely and precise product information reached potential customers during peak pain relief search times.

Ad Formats Used

• Display Ads
• Video Ads
• Rich Media Ads
• GIF Animations
• Mobile Notifications

Channels Used

Panadol GSK strategically introduced its Extra Soluble tablet through a multi-channel digital marketing approach, focusing on highlighting the product's quick pain relief benefits. The campaign targeted adults aged 25-54 experiencing various types of pain, with messaging emphasizing the tablet's fast-dissolving properties for quicker relief.

Campaign Performance

• Over 39 million impressions generated across all platforms
• More than 58,000 clicks demonstrating strong interest
• Maintained a consistent 0.14% click-through rate
• Cost-effective campaign with $0.46 cost per thousand impressions
• 27% increase in brand awareness based on post-campaign surveys
• 32% of survey respondents recalled the quick-dissolving benefit

Client Feedback

Our digital campaign successfully introduced Panadol Extra Soluble to the Kenyan market, connecting with customers through innovative and targeted messaging. The multi-channel strategy delivered exceptional reach while maintaining cost efficiency, establishing a strong foundation for our new product line.

Marketing Team Lead:Panadol GSK East Africa.

Results

The video ad format performed particularly well, with completion rates 22% above industry benchmarks for pharmaceutical products. The campaign demonstrated continued scalability while maintaining strong performance metrics, effectively introducing Panadol Extra Soluble to the Kenyan market.

The digital campaign was supported by in-store promotions and point-of-sale materials, creating an integrated marketing approach that reinforced the product messaging across multiple consumer touchpoints.