Urban Stone launch campaign
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CB12 Social Media Strategy and Implementation
Social media strategy and implementation for Mylan’s range of breath-freshening products, CB12.
Global healthcare company, Mylan, was embarking on a new marketing campaign for CB12, its ground-breaking range of breath-freshening products, consisting of mouthwash, spray and gum.
Mylan needed an agency to look after social media activity to support TV advertising for CB12 and Bonfire was appointed following a competitive pitch.
Bonfire replaced the under-performing existing approach, that was based around stock photography, with bespoke video content for Facebook and Instagram.
Alongside this video content, Bonfire implemented regular polls to engage users and drive product trial with targeted giveaways. Tactical scheduling to coincide with CB12’s TV ad spots and relevant shows like ‘First Dates’ and ‘Take Me Out’ capitalised on mobile device usage by viewers during these programmes. A secondary version was also featured at Christmas.
The engagement rate for Facebook posts was up to 14% (against the average for the Health & Beauty industry at 0.10%*). For less than £5k media spend, we’ve generated nearly 12,500 clicks to retailers and reached over 875,000 across Facebook and Instagram. The results have definitely made us smile.
*140x The Health & Beauty Industry average (Average is 0.10%) https://www.rivaliq.com/blog/2...
OTC Product Manager, MylanWe can just trust you to do what’s best for the brand!
Engagement rate for Facebook posts was up to 14%*
*Average for Health & Beauty industry is 0.10%
Less than £5k media spend generated nearly 12,500 clicks to retailers and reached over 875,000 across Facebook and Instagram
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