From San Diego, to Dublin, to Seoul, to Mumbai, our global team helped GSK pave the wayto educate healthcare experts on the benefits of quitting smoking using nicotine replacementtherapy (NRT) by sharing new data to help tell their story at global scientific symposiums.The meetings served as a platform to announce GSK’s move to increase the availabilityand accessibility of its NRT products and form hundreds of new relationships withhealthcare experts worldwide.
Abreva wanted to drive the conversation on kissable lips in time for “the” kissing holiday, Val-entine’s Day. We enlisted a kissing expert that offered a timely and entertaining context to talkabout what otherwise might be a sticky subject -- cold sores. Media outreach encouraged con-sumers to visit the Abreva Web site and send a virtual kiss. Come Valentine’s Day, we garnered500 branded stories and 55 million media impressions. Abreva saw a 400% increase in Website traffic and a sales increase during that week, results that were attributed solely to PR.
To help GSK keep the topic of quitting smoking with nicotine replacement therapy relevant, ourteam engaged high-profile influencers including Melissa Rivers, Kendra Wilkinson, Judd Nelsonand Steve-O, during a pre-Oscar celebrity event with technology that aged a person’s face as asmoker vs. non-smoker, to help bring to life the impact of smoking on a person’s body andposition GSK’s Nicorette whitening gum as a solution to help people quit smoking andimprove a person’s appearance.
Acid erosion in children’s teeth is a prevalent and irreversible problem, but awareness of theissue remains low. A consumer awareness campaign helped introduce Sensodyne ProNamelfor children as a new solution to protect teeth from cavities and acid erosion. We surveyedmothers nationally on their acid erosion awareness, demonstrating that parents need to be betterinformed of the emerging issue. A national media blitz with a well-known pediatric dentist whomet with top parenting magazines and national news stations, helped tell the story. The programgarnered 30 million impressions.
We helped position the Breathe Right nasal strip as a simple solution to a very disruptivecondition – snoring – by educating consumers about how snoring impacts relationships in theaward-winning “Stick it to Your Snorer” awareness program, which garnered 52 millionimpressions, lifted promotional units sold by 37% and increased Web site traffic by 356%.