Situation:

Singaporeans were stocking up on symptomatic pain relief options during the Covid-19 pandemic and dengue season. Even though Panadol was the leading brand of pain relief in the market, there were brief periods of nationwide stock shortage.

Brief:

To regain market share and win back consumers, Panadol needed to sustain brand presence as a trusted, safe and effective analgesic medication in the market during this time-sensitive window. It would also be an opportunity to shout-out in the market the resumption of stocks availability on shelves.

Objectives:

• Maintain market leader status with a market share of 85% in the Oral analgesics category.

• Educate existing users on safety and efficacy and increase consideration to adopt Panadol for pain relief, by improving +25% higher VTR, greater user engagement and higher clickthroughs compared to historical campaigns.

• Sustain 80 - 85% MMR monthly to drive more usage and frequency.

Data Gathering and Interpretation:

The GoogleTrends index for relevant vaccination and dengue keywords spiked during 10am – 6pm (vaccination centre operating hours). Panadol’s presence was critical when users were actively searching or going for vaccination. For the dengue season, Parents were most likely to click through or search dengue information more than non-Parents.

Data Insights and Targeting:

Rule sets ensured campaigns were pacing according to search demand. Minimising wastage during periods of low demand.

• Low volume – activate with low bids

• Medium volume – activate with moderate bids

• High volume – Ensure dominant presence with high bids (+20%)

Caregivers were identified via affinity segment ‘Beauty & Personal Care’. This delivered highest completion rates.

Data Integration and Impact:

The Boomerang optimisation saw an increase in month-on-month first party data (1PD) collected during the campaign. The Trueview campaign collected 1.5M unique 1PD. The Meta campaign clocked 250k unique users for the entire campaign.

• +14% sales uplift for post-campaign versus pre-campaign across major pharmacies and supermarkets in Singapore

• 60% increase in first-party data collection in 2022 versus 2021

• Secured 70% better cost effectiveness on Cost Per Thruplay ($0.03 achieved versus a benchmark of $0.10)

• More Singaporeans clicked into the Panadol website for more information and its e-retail outlets, which resulted in 0.84% CTR versus the standard benchmark of 0.15%

• More Singaporeans were educated on Panadol’s pain relief and safety benefits, as the campaign registered 486% higher user engagement

• Boomerang Activity drove a 4.48% increase in brand uplift for Consideration (versus previous campaigns where there were flatlined results for the same assets)

• Successfully achieved greater education of Panadol’s benefits on Meta, where 7.6 in 10 Singaporeans served the Panadol ad watched it to completion, versus standard campaigns where viewthroughs tend to flatline at 0.3 in every 10