Children’s Panadol was in rapid sales decline.

First-time mums with children 0-1 years believed competitors were more effective for their babies’ pain-relief.

Panadol was no longer being trusted as the most efficacious treatment.

Challenge: To reach new mums and increase perceptions around efficacy and trust whilst halting declining sales.

First time mums with children 0-1 years are a critical business segment. Lose them within the first year of motherhood, lose them for life.

Mums were turning away from Children’s Panadol because it wasn’t seen as effective as other products within the category.

This was a big misconception

Research uncovered that it wasn’t that Panadol was less effective, it was that mums were using it incorrectly. Using babies ages to calculate dosage and NOT their weight.

This was further quantified through search behaviours with very few instances of mum even looking for dosage when compared with other heavy and constant searches (fever, teething colds, immunisation)

At this point we could have simply run a broadcast campaign about dosing.

But we knew this wouldn’t work.

First time mums are already stretched (sleepless nights, new things to learn etc.) and didn’t really have time to digest a complex dosage message from a brand they no longer trusted.

First Time mums are more receptive to information when in search of questions they are looking for, or rather problems they are trying to solve. In fact, they are voracious in their appetite to find an answer to stop their baby’s suffering from fever, teething, colds or immunisation and to be relevant we had to always be there when they were looking and be part of the solution.

We knew if we could take a leadership position within these popular topic areas we could then raise our dosage story with credibility.

We needed to be always on and always relevant, with these solutions mum was looking for, when and where she needed them, to open the door to dosing.

Sounds simple. But it wasn’t as this was not an industry target.

There were only 133,000 mums in this segment that changes every month (circ. 25,000 new babies monthly)

So we built her ourselves through a unique data approach

A machine learning algorithm, designed to trawl a huge amount of data from across the web and identify ‘First time mums with accuracy.

This algorithm looked at things like; topics of interest, natural language, sentiment etc

Over 8 billion of these observations were conducted every 24 hours, allowing us to be genuinely reactive to the stream of new mums entering.

Our custom-built algorithm was at the heart of our execution.

The Algorithm knew exactly the information each mum was looking for (e.g teething), then the media environment she was currently in (e.g. Mamamia or Nine Now); then it served the most suitable format for this environment (video, display, mobile).

These matches were all being actioned in real time to meet each mum’s individual need at any moment.

In a global first we were able to activate our algorithm across all major platforms- including Walled Gardens like YouTube. Google allowed us to Beta test our bespoke targeting approach and not have to use their pre-existing audience targeting options. This was a major achievement.

We landed our dosage story with a simple ‘Dosage Calculator’.

This interactive widget allowed mums to calculate dosage based on weight NOT babies age this was housed Kidspot the biggest parenting site and the website.

Incredible results pushing dosage onto her radar and changing her dosing behaviour

WE REACHED THE RIGHT MUMS

Target audience match rate was a staggering 96.7%

No standard audience solution would ever be able to deliver this.

WE HELPED CONVINCE MUMS WE WERE TRUSTED AND EFFICACIOUS:

All content tracked 92%-95% for believability the norm being 57% (Milward Brown)

Back into #1 position again against key efficacious measures. (IPSOS)

+13% “children’s pain reliever brand I would trust”

+17 % “more effective than other children’s pain reliever”

+21% “can start to reduce fever quickly”

Dosage Calculator on Kidspot delivered interaction rates of 5.4% the norm is 0.5%.

Dosage Calculator visits to the website was 79,000 +168% yoy

WE DROVE SALES: (Nielsen)

The category was in decline by -3.8% and our main competitor was back -4.6%

Children’s Panadol maintained value and increased dollar share growth by 3.8% yoy (MAT)