We’re proud to have been shortlisted for two prestigious PR Moment Awards for our latest work for Aquafresh – in the fmcg and health marketing communications categories.
To launch Aquafresh Advance kids’ toothpaste, we engaged teachers, parents and children at the same time – in what is frankly, a low interest category. Born from the insight that kids’ ‘brush time’ is notoriously difficult for parents, our strategy was to ‘make brush time fun’ with the creation of the ‘Aquafresh Inventors Academy’. Our nationwide campaign, called for kids to design tooth brushing inventions in a campaign that comprised a bespoke microsite; influencer outreach; social media film; online traffic drivers, engaging news hooks and a schools partnership. As well as getting our initiative featured on the national school curriculum and included in lesson plans, we doubled our editorial KPIs with 60 pieces of coverage (including TV), generated 1.2m video views and 1.5m OTS amongst teachers – all helping to reverse the decline in the kids’ oral care category.
Award winners will be announced at the black tie ceremony on 4th April.