Alka Seltzer
FMC developed a cost-effective, integrated marketing campaign combining social media tools and traditional print advertising to highlight Alka Seltzer's heritage as a brand whilst broadening its appeal to a younger audience.
- An engaging competition to win a VIP trip to the Oxegen music festival was launched via advertorials in college publications.
- A branded YouTube channel and Facebook group were created.
The campaign reached more than 44,000 college students and staff, attracted over 1,500 voters and 6,000 video views on YouTube and increased traffic to the brand's website. The campaign was widely referenced on a number of other websites, including band homepages and web news services. 'Let's Get Fizzical' featured in the top 50 YouTube sites visited by Irish Internet users.
Creativity can obviously make the difference between a campaign being a success or a failure but the value of any initiative is only truly revealed through tactics and measurable outcomes. The Alka-Seltzer 'Let's Get Fizzical' campaign was innovative and cost-effective but most importantly we could see that we engaged our target audience and attracted new visitors to our brand website.
Stephanie Griffin - Brand Manager, Bayer HealthCare
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