They scooped the Best Big Budget OTC Marketing Campaign award for their role in the hugely successful ‘Soothing’ campaign for Sudocrem. Owned by Teva Pharmaceuticals, Sudocrem is the UK’s number one brand for the treatment of nappy rash. The awards are run by industry magazine, OTC Bulletin, and celebrate the best of the British OTC consumer healthcare industry, with award nominations selected by more than 60 judges.
The creative idea centres on bringing an oasis of calm into today’s hectic world of social media and TV and features three giant pandas gracefully performing a Tai Chi sequence along to relaxing music. Orbital Media played an important role in the campaign’s success by developing and implementing a robust social media strategy to leverage Sudocrem’s soothing qualities.
Central to the campaign’s digital success was the ‘Sudocrem Bamboo Break’ Gameplay, which was designed to boost engagement and awareness of Sudocrem’s soothing properties. It was played 167,056 times, with an average dwell time of 3.02 minutes and received over 7 million social media impressions.
In addition, the digital campaign included ‘Soothing’ content plans, scheduled and sponsored posts on Facebook and Instagram, stories, and Facebook live campaigns. The campaign measured record levels of social engagement and response. They also drove mass reach of the campaign online, gathering 4 million YouTube views of the creative, the first 2 million in only eight weeks. This was paired with digital advertising and collaborations with key influential parenting platforms, such as BabyCentre and Bounty, which generated over 5 million impressions.
Peter Brady, chief executive officer at Orbital Media, comments: ‘We are passionate about devising creative and highly successful digital campaigns, which deliver strong results for our clients. We are thrilled to have been involved in Sudocrem’s ‘Soothing’ Campaign. This award brings our grand total of OTC Marketing accolades to nine, including four wins, sealing our position as the UK’s leading digital agency to the healthcare industry.’
Orbital Media shares this award with McCann Health, Satellite PR, Storm FX, and TCS Media, who all played a part in the success of the Sudocrem ‘Soothing’ campaign.