Airbone • From Scrutiny to to Success
Restoring a brand
For decades travelers, teachers and others relied on Airborne to save them from cold and flu germs. But the brand came under intense scrutiny after an FDA crackdown on ads that claimed that Airborne products could prevent the common cold. Oops!
Netplus was tasked with relaunching and growing the brand in a hyper-competitive marketplace for immune support supplements while navigating those turbulent regulatory waters.
The resulting growth was so impressive that the company was acquired twice in two years.
To start, we refreshed the brand via a new website with a powerful new messaging platform featuring the Airborne Guy - who already had fantastic brand recognition. Then we set the Airborne Guy loose on social media to work his charms and build the fan base using the key insight that Airborne fans loved to share their secret weapon
Creating a series of Facebook games helped double the impact. Allowing daily plays to win free samples and prizes while educating consumers about new products, the games became ultra-shareable experiences, causing earned media to skyrocket and the brand’s social channels to grow at record speeds.
In a similar vein, product trial became a key component to our integrated awareness campaign.
Deploying many, many thousands of samples via social media, digital advertising and direct mail helped build an eager and highly engaged audience.
And because we’re overachievers, we topped it off with a nine-week bus tour, stopping in key growth markets for some face-to-face brand interaction with real consumers.
SAY IT ALL
Product samples requested in cold & flu season
Purchase intent among surveyed campaign participants
Successful new product launches