Challenge
Getting a household name in more households Hydralyte enjoyed strong brand awareness but low household penetration. It also had a stronger presence in pharmacy vs grocery, and was viewed primarily as an illness-recovery product. Our role was to take this well-known name, get it into more Aussie homes, educate on usage and have Hydralyte consumed more often across these diverse dehydration occasions.
Solution
Goodbye TV. Hello digital. Hydralyte needed to punch above its weight (and budget). So we made the bold move to take the brand off TV and 100% into digital allowing us to target efficiently. Coupled with a fresh organic social strategy and innovative community management approach, the campaign helped to increase sales 24% year on year. Vlogging campaign We cast a vlogging couple to take us on the journey and created a series of 15 second micro-stories that mimicked native vlogging content across key consumer usage occasions. These were supported with static imagery shot on iPhones so they looked like content consumers encounter on social platforms. Digital Amplification We amplified the content across native vlogging social platforms and YouTube. We added a tactical buy across premium pre-roll, which was primarily Catch Up TV. Using sequential targeting to re-target people engaging with the content, people saw an average of four usage occasions. Organic social Keeping the conversation going across social platforms has deepened engagement with consumers and educated on a broader range of usage occasions. Fact: Hydralyte is not just for hangovers. There’s sweaty exercise on a hot day. Pregnant Mums could benefit from some fast-acting electrolytes too. Kids and the elderly are also more prone to dehydration.
Results
The campaign helped to increase sales 24% year on year. Our social content showcased opportunities for Hydralyte usage across all ages and stages of life and people actively engaged with the content, with 1,736 comments (80% positive or neutral) and 1,137 tagged friends. 24% increase in sales YoY 4,254,067 total unique reach 4,811,977 video views to 100% 5,244,442 total engagements 84.2% lift in ad recall
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