Mylan/CB12 – That’s Fresh!
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.
We 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 last year.
The result: we delivered a 14% Facebook engagement rate vs an industry average of 0.1% which delighted Mylan and demonstrated a strong Return on Investment for the campaign.