For GSK, driving sales for Sensodyne was reliant on driving awareness of tooth sensitivity and discouraging sufferers from putting up with the condition any longer. Encouraging product trial of Sensodyne Repair & Protect was a prerequisite to all.
1000 Home Testers with tooth sensitivity were sent Sensodyne Repair & Protect. And a survey to capture their unadulterated feedback. Some were then invited to a Sensodyne Media launch, supplying additional endorsement claims. An “I Love Sensodyne because…” photo contest was also run, to generate even more user content.
With a 93% survey response rate, GSK was able to generate sales-compelling claims like “99% agreed that Sensodyne Repair & Protect helps repair, strengthen and protect their sensitive teeth”. And it received a rating of 8.8 out of 10, with many testers taking the pledge to do something about their tooth sensitivity.