The document outlines a campaign to launch a new premium foaming gel product in EU markets through advocacy and social activation. It created a home trial toolkit that was locally activated in the UK, Germany, France and Netherlands to generate brand engagement. This included content for ongoing education support, pass-on discount cards, and processes to capture user stories and advocacy content. The campaign distributed 10,000 trial kits and 200,000 discount cards, generating over 4 million brand recommendations and 15.7% sales uplift of the target SKU in Germany via word-of-mouth advocacy. An analysis showed the overall brand benefited from a 7.1% positive impact and increased awareness brought new customers and items to the brand.

2. Launch a new foaming gel premium format
Drive awareness and volume trial
Evidence superior performance claims
Win adoption and portfolio penetration – brush, gum, wash
Create a social advocate toolkit for activation in EU markets
The Problems We Solved
 Created a competitor-user advocate home trial regional toolkit and
locally activated the launch in UK, DE, FR, NL
 Included content and strategy for on-going long term brand
engagement programme delivering e-education in support of improved
oral healthcare
 Pass-on discount cards for friends & family
 Processes and assets to capture, curate and amplify user stories and
advocacy content credentialing usage and
cleaning effectiveness, taste, whitening, freshness etc.
How We Did It

3. 10K
200K
WAVE 0
Aquafresh
Iso-Active
Advocate
Trialists
1.7ML
+4ML
+15.7%
WAVE 1
Pass-on discount
cards distributed
WAVE 2
Organic
brand recommendations
WAVE 3
Organic
Brand conversations
NIELSEN:
SKU uplift in
value sales via
WOM advocate
campaign
DE

4. 2/24/2017 Confidential & Proprietary
Copyright © 2009 The Nielsen Company
0
70
140
210
280
350
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Volume
-50%
0%
50%
100%
150%
200%
T Vs. C % Diff Test Stores Control Stores
Odol-med3 samtweiss aktiv Gelschaum WOM – MPA Power Page
Study Objectives and Specifications
• To evaluate the impact of the WOM campaign on sales
of Odol-med3
• Panels:
Test = Remaining Germany
Control = Brandenburg (no WOM)
• Item: Odol-med3
• Outlet: Grocery Mults & Drug Discounters
• EQ basis: Volume
• In the future, allowing a larger geographic area to be ‘clean’ from the Word of Mouth Influencer test treatment
will allow a larger pool of control stores, adding to a more robust model.
• The advantages of having a more robust model include more precise impacts for the targeted items and a
greater likelihood of detecting changes in sales of related sub-brands and competitive items.
• The overall Odol-med3 brand also saw a positive impact of +7.1%.
• The brand has benefited from a halo effect due to the Word of Mouth campaign.
• The campaign brought customers to the aisle, and brought the brand to top-of-mind.
• Allowing new items to gain regular distribution before executing a Word of Mouth campaign may increase
sales impact.
15.7% Adjusted Impact
71% Significance
110.06
127.33
Adj. Test
Sales
Control Test
Covariate Adjusted Mean Sales per Store
Odol-med3 samtweiss aktiv Gel-Schaum 100mL
Control Test
Unadj. Base
Sales