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 the content.