After having fallen from being the number one pain relief cream in the nation to number 10, Australian Dream was in dire need of repositioning. So TMV Group took their expected, salesy campaign featuring aging celebrity spokespeople and replaced it with “Believe in the Comeback” – a rally cry to erase pain and doubt and prove your age wrong. This online video (which subsequently became a TV spot) launched the campaign nationwide.
After just one week:
>> Users to the website were up 136.8% and session length increased by 132%
>> Direct searches to the website were up 226% and was the number one driver of visits.
>> Engagement by age & gender shows Adults 25-34 (an audience that was never-before targeted by the brand) responding most positively, followed by the key demographic of Adults 55-64.
>> The "Where to Buy" page activity was up 64% with specific store clicks/completions (Target, Walgreens, CVS) up by 191%.
