We took Purell into the digital age and rocked cold and flu season.

Client: Purell

Moms are 10X more likely than men to take time off to stay home with their sick children, and are 5X more likely to take their sick kids to their doctors’ appointments. They are faced with unpaid leave, and anxiety, guilt and pressure to get their day-to-day job done. We addressed both brand and business needs by targeting moms with one fully digital campaign: “Back to School. Back to Germs.”

The campaign included OLA, in-app advertising, pre-roll, paid search, organic and paid social, shopper marketing, retailer partner programs, and more. All told, we produced more than 200 unique digital creative assets in support of this campaign.

The pièce de résistance was the redesigned landing page. It was their first foray into digital coupons and marked a shift from their site being purely informational into being engaging, including the implementation of a user generated content portion. In the end, the campaign became the most successful consumer campaign in Purell’s history.

Results

Web traffic up 1000%
1,000,000+ engagements
Most coupons ever redeemed in a season
5% market share increase