We’ve all had them – blisters – OUCH! Spend a long day in a new pair of shoes and you know what we’re talking about. Is there anything worse? Actually, there probably is – try a cold sore right before a job interview – not pretty at all.
So what do blisters and cold sores have in common? Apart from being painful, unsightly and generally annoying – they now have Compeed in common – Compeed Blister and Compeed Cold Sore Patches.
So how do you launch a new product to a market already in the habit of using standard adhesive strips and coldsore cream and convince them that Compeed is a much better alternative? Through the power of peer recommendation.
Working with OMD, a key part of our digital strategy involved an alpha influencer program to seed Compeed products with health & beauty editors and personal trainers as well as influential bloggers and forum posters.
Off the back of the seeding strategy, Compeed was launched to market supported across a number of media channels. Online we used a combination of display placements – roadblocks, skins, OTP’s, and streaming video in addition to a product website, search and Facebook page.
For Compeed Blister Patches, Sputnik came up with an earned media promotional idea to team up with Run Like Crazy as they attempt to run 52 marathons in 52 weeks all around the world. The partnership includes giving people the chance to win an all expenses paid trip to New York to run in the New York Marathon simply by posting a message of support on the guys’ Facebook page – thereby creating talk-ability in Facebook and additional brand engagement.
Take a look at some of the different types of conversations that we were having.
COMPEED® Blister Patches Facebook Page
Read real reviews of COMPEED® Cold Sore Patches at Beauty Heaven
