CLIENT
GlaxoSmithKline Italia
The 8th largest pharmaceutical company in the world, exclusively focused on biopharmaceuticals since 2022.
PRODUCT
Sensodyne, Parodontax
Sensodyne® Rapid Action – Toothpaste specifically formulated for dental sensitivity.
Parodontax® Original – Toothpaste designed to combat gum bleeding.
STRATEGY
- Creative Strategy
- Direct Email Marketing
- Web Minisite
- Search Engine Marketing
- Product Sampling
SERVICES
- Creative Direction
- Web Design
- Graphic Design
- Illustrations
- Analysis and Monitoring
- Delivery
OBJECTIVE
To strengthen the market position of two flagship brands among dental professionals: dentists and hygienists. Additionally, the campaign aimed to enhance relationships with the target audience by driving engagement through high-quality marketing content and providing product samples for patients. Finally, it sought to foster a positive brand image by creating a user-centric journey that emphasized value and recognition.
SOLUTION
The campaign, conceived and executed by Bplus for GSK, was not limited to product trials. It emphasized informing dentists and dental hygienists via a minisite with two distinct and clearly defined sections. One section focused on dental sensitivity, paired with the specifically formulated product, while the other addressed gum issues, linked to the product designed for their prevention.
In both sections, scientific content and product studies demonstrated their validity and efficacy even before samples were sent. The free sample offering, delivered directly to clinics, was a key component of the marketing strategy, fostering a more receptive attitude among users. Bplus managed and coordinated all stages of the sampling process.
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