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.
B&T AwardBest Digital Campaign
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.
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.
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