Global digital strategy for GSK’s Cold & Flu brands

Globally, GSK’s Cold & Flu category have new products to launch, and an established base business to maintain. Our objective is to increase the impact of digital on the consumer journey both during peak cold and flu seasons and as part of regular shopping.

We had to address both the emotional and rational sides of consumers’ behaviours; giving them the information they required to buy the most effective product to meet their needs, and therefore increasing penetration and repeat purchase.

Our consumer insight work led us to a year 1 strategy that is currently rolling out globally.  Utilising search, social and compelling content we’re starting to push forward the impact of digital comms on the global Cold & Flu category.

Want to know how we’re getting up the nose of the competition? Contact us.