from ‘dentists recommend’ to ‘can’t live without’.
Finalist - Best Use of Talent - Festival of Media Asia Awards 2023
Finalist - Best Partnership - Festival of Media Asia Awards 2023
Finalist - Most Effective Campaign for ROI - AiMCO Awards 2022
Finalist - Most Effective Collaboration or Partnership - AiMCO Awards 2022
Finalist - Best Health, Fitness, Sport Campaign - AiMCO Awards 2022
Sensodyne (toothpaste brand) was facing a relevancy issue. There are 10.7 million people in Australia living with tooth sensitivity, and a massive 50% of them would rather deal with the pain, or avoid foods that bring discomfort, rather than switching to a sensitive toothpaste. This needed to change.
Agency: Prodigious PLAY
Our Talent: Reynold Poernomo
campaign Vision
campaign build
Launch planning
talent management
campaign asset design
social media planning
print & Packaging
competition management
Campaign landing pages
edms and banners
Masterclass logistics
Campaign reporting
Services
01
where we started
The challenge was to find a way to connect with an audience that wasn’t currently interested in treating their teeth-sensitivity or hearing from the Sensodyne brand. But with the right talent, there was an opportunity to re-frame the way people viewed the brand, presenting an avenue to connect and engage with the audience in a meaningful and unique way.
The right talent, was none other than our very own Culinary Extraordinaire, Reynold Poernomo. Tasked with building upon the creative concept of “Unmissable Moments”, we got busy crafting a complete multi-channel impact strategy to change the perception of Sensodyne’s audience.
02
what we did
The 4-week partnership spanned across Digital, Social, Content, In-store and Experiential realms. Reynold conceptualised two signature desserts featuring hot and cold ingredients that were normally off-limits to sensitivity sufferers.
We carefully planned over 25 pieces of social content for Reynold and KOI’s channels that would generate partnership buzz, including static, video and reels.
All campaign elements were designed and produced by our team, including branded eDMs, dedicated landing pages, masterclass flyers & recipe cards, in-store product tags and even a Woolworths store activation to unify the campaign across all touchpoints.
Through a series of money-can’t-buy, never-before-seen competitions, audiences were given chances to cook along with Reynold in virtual masterclasses. We developed, produced and shipped branded ingredient kits to all winners ahead of the events nationally, including Coles Gift Cards to purchase items they didn’t already have.
THE RESULTS
THE RESULTS
03
125% increase in revenue goal
9.5M Australians reached
5 x finalist awards
Exceeded revenue goal by 125% and reach goal by 36%
850 desserts sold, with one ranking in KOI’s top 3 limited-edition items
4,275+ entries across multiple competitions
100% positive sentiment across social content, with drool-worthy and engaging content consumers
33% engagement rate on one particular competition post
