VICKS' VAPORUB

Vicks' requested a program rooted in an experiential activation with digital content to scale the brand impact beyond the event. The ask specified delivering product awareness in a splashy way while cleverly communicating product benefits to its target of young families.

We wanted to design an experience that would appeal to both parents and their young children and allow frequent hands-on interaction with the brand.

The result: "VapoRub's 8-hour playdate"-- an 8-hour free admission to a popular indoor kids play space. We deliberately selected a venue in a family-dense Brooklyn neighborhood and targeted our event promotion to mom online communities and parenting listserves. The "8-hour" playdate underscored VapoRub's ability to provide "8-hour" relief for coughing children, and general relief for parents who now can entertain their children during a winter weekend effortlessly!

While a children's play space is usually the culprit of colds and coughs, with all the on-site education and product integration, we were able to educate parents on how to prevent and treat any winter illnesses with VapoRub.

The day kick-started with a VIP breakfast for 8 Parenting Influencers. A nurse clinician hosted the session, facilitating an education workshop that included hand-washing exercises, cold statistics, and VapoRub usage. The Parenting Influencers each created a blog post and social posts shared their experience on their social channels. 

All attendees received a branded gift-bag.

This event also included a branded event page, event recap video, on-site signage, pop-up product suite, photo-booth, a Snapchat filter, and brand ambassadors.

To extend the messaging of this campaign beyond the event, SheKnows leveraged our popular video franchise Hatch, a series that features Gen Z's honest, adorable, and often hilarious take on topical subjects. 

While Hatch videos features children, the target audience are parents who are curious about their kids' way of thinking about the world around them. This video primed parents to think of Vicks' as they explored cough/colds content. 

Editorial content, all which revolved around children's cough/colds, served to further emphasize Vicks' VapoRub as THE solution for young families with colds and coughs.

For products geared towards parents, blogs are an important and trusted source of product recommendations. Based on SheKnows' internal studies, we know that 58% of women turn to blogs first when it comes to parenting content (over traditional media, professionals, and celebrities). 

We hand-selected Parenting Influencers to create integrated blog posts to communicate product benefits and personal endorsement of VapoRub. 

Throughout the flight, native, amplified, targeted, and high-impact media drove brand awareness in the right context and to the right consumer.