Marketing Challenge
Pendopharm asked VIBRANT to develop an innovative campaign to publicize its new product, (an oral hemorrhoid treatment), while relaying its USP: hemorrhoids can be treated anywhere. The integrated campaign strategy was meant to break the taboo associated with hemorrhoids, while encouraging product testing. VIBRANT needed to create social media and editorial content, as well execute online promotion.
Solution
In the development of the integrated campaign a spectacular marketing stunt was deployed to to create unique content to share on social networks. Indeed, the treatment of hemorrhoids reached new heights with a record-breaking slackline stunt over Old Montreal. A variety of other assets were developed, including; the production of the microsite NoPrivacyNeeded.com; the creation of the Facebook page “The page you love to hate”; a public relations campaign entitled “before, during and after”; an official video and photography series; creative assets; direct mail campaigns.
Results
We drew 5,000 visitors to the microsite, 5% of whom downloaded the coupon offer. The campaign earned a total of more than 570,000 impressions on the brand’s social networks with a total commitment of 8,500 people. The campaign also benefited from exceptional organic media coverage and garnered a grand total of 5.3 million unique impressions.
Hundreds of people visited the Old Port of Montreal to watch the feat of renowned professional
slackliner Ryan Robinson.
All promotional material was conceptualized and produced by VIBRANT.
