GlaxoSmithKline – Children’s Panadol

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GSK - Children's Panadol

Objectives

GSK approached Social Soup to engage influencers around educating parents on dosing and efficacy of Children’s Panadol. They wanted to subtly empower parents on the role dosing plays with Mums with babies 1 month – 12 months old. To build trust and loyalty amongst new Mums for Children’s Panadol.

Our approach

Social Soup developed educational materials along with GSK providing other branded assets such as a dosing wheel, teething ring and First Five Years booklet. This influencer activation successfully created positive advocacy for Children’s Panadol through social sharing via the campaign hashtag #imperfectparenting and via WOM, direct conversations with other Mums centred around #imperfectparenting stories.

20

Influencers

600

Influencers

463

Total posts

183,583

Unique reach

12,179

Engagements

5.7%

Engagement rate

Results

Social Soup activated 2 tiers of Influencers to share their imperfect parenting stories and educate other Mums on the efficacy of correct dosing of Children’s Panadol. 20 x Social Influencers and 600 Peer to Peer Mums were activated to share their stories.

63% reported they are now more confident in correctly dosing Children’s Panadol. 87% of Influencers said they could relate to the #imperfectparenting messaging. With 94% saying that they are likely to go on to buy Children’s Panadol in the future, with 71% having already bought it.