Getting a household name in more households.
Hydralyte enjoyed strong brand awareness but low household penetration. It also had a stronger presence in pharmacy vs grocery, and was viewed primarily as an illness-recovery product. Our role was to take this well-known name, get it into more Aussie homes, educate on usage and have Hydralyte consumed more often across these diverse dehydration occasions.
24% growth in sales YoY
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B&T Award
Best Digital Campaign
Hydralyte case study.
Mimicking native content
We cast a vlogging couple to take us on the journey and created a series of 15 second micro-stories that mimicked native vlogging content across key consumer usage occasions. These were supported with static imagery shot on iPhones so they looked like content consumers encounter on social platforms.
Digital Amplification
We amplified the content across native vlogging social platforms and YouTube. We added a tactical buy across premium pre-roll, which was primarily Catch-up TV. Using sequential targeting to re-target people engaging with the content, people saw an average of four usage occasions.
4,811,977 video views to 100%.
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Closer to the action
The next iteration of the ‘Vlogger’ campaign was a POV approach that put the viewer at the heart of dehydration and rapid rehydration. The focus was still on usage occasions, but the narratives brought the viewer closer to each situation. From travel to surfing, we covered multiple usage occasions.
84.2% lift in ad recall
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Organic social
Keeping the conversation going across social platforms has deepened engagement with consumers and educated them on a broader range of usage occasions. Fact: Hydralyte is not just for hangovers. There’s sweaty exercise on a hot day. Pregnant mums could benefit from some fast-acting electrolytes too. Kids and the elderly are also more prone to dehydration. Our social content showcased opportunities for Hydralyte usage across all ages and stages of life and people actively engaged with the content.
80% positive or neutral comments.
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