Sensodyne is a brand of toothpastes and mouthwash designed to offer long-lasting relief for tooth and gum sensitivity. As a challenger in the Malaysian Oral Care category with a market share of 13.5% throughout 2021, we were up against Colgate who dominated with 44%, who had also launched its own sensitive teeth toothpaste.

While expert-driven communications has built considerable equity and credibility among those suffering from tooth and/or gum sensitivity, it created an unintended side effect – Malaysians perceived it to be a serious tooth-sensitivity solution, rather than an everyday brand..

To reverse plateauing growth and improve consideration, 3 objectives were set:

1. Outperform industry benchmarks for engagement across digital-platforms by at least 100%

1. Grow market share by 0.7%, from three-month rolling average of 13.8%

1. Grow month-on-month sales value by an average of 15% during campaign period of March - May 2022, from a baseline of 10% MoM

WE NEEDED TO TRIGGER THE SILENT SUFFERERS BACK TO THEIR SENSES

In order to overturn a longstanding perception that Sensodyne is only for those who can’t bear with the pain any longer to an everyday relief, we needed to capture the attention of silent sufferers at the right moments.

Those right moments were identified based on contextual targeting signals available on media partners’ platforms, which also informed the messaging of our digital ads to achieve our intended outcome - enabling silent sufferers to better understand the triggers of their condition and feel compelled to relief it with Sensodyne.

Nielsen’s TV Tracking report of active TV spots featuring tooth-sensitivity triggering food & drinks informed our TV ads’ placement and airtime, which created an unexpected contextual experience in a non-digital channel.

“Thoughtful Triggers” drove impressive business results. People were literally triggered by the ads, engaged by the follow-up contextual ads, and were compelled to take action to tweak their everyday tooth-sensitivity care-routine. 

Sensodyne stole market share from Colgate by reframing the way they viewed Sensodyne - from expert solution to everyday care and relief.

Objective1: Outperform industry benchmarks for engagement across digital-platforms by 100%

Result:  All assets outperformed, especially the Time Trigger assets with over 30% engagement rate - 6x higher than benchmark

Objective2: Grow market share by 0.7%, from three-month rolling average of 13.8%

Result: Market share grew as much as 1.3% at the height of the campaign to 15.1% - Sensodyne’s highest-ever market share recorded.

Objective 3: Grow month-on-month sales-value by an average of 15% during campaign-period

Result: MoM sales value grew by an average of 24%, which was over 14% higher than the past 12-months