3M NEXCARE™ End Manky

Building a brand in a category dominated by a competitor’s brand.

Nexcare is an expert in wound & blister care. Their ambition is to become a category leader in the Foot Care category.

The Business Problem
Nexcare want to drive trial of their product range, as they know this leads to a better understanding of the key consumer insight - their products are high quality, have great adhesion and are waterproof. The goal for this campaign was to drive growth +5%, measured by an increase in sales and market share.

PENSO's Solution

With low brand awareness and a small market share (7.7%), Nexcare launched three new products into the market, and required a memorable digital and in-store brand campaign that not only disrupted the category, but drove trial of the product. PENSO were briefed to deliver a creative idea that helped disrupt the category dominated by the competing Band-Aid brand.

Disciplines

  • Brand Development
  • Campaign Production
  • Content
  • Creative Development
  • Digital Design
  • Search
  • Social Media
  • Strategy

The Result

PENSO delivered a digitally-led brand campaign that positioned Nexcare as a leader in the category.
Using digital display, POS, sampling and influencers to deliver sales growth of 9%, PENSO increased trial of the product, increased word of mouth and grew positive ratings and reviews.

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3M FUTURO™ Get Out There

The primary goal for this campaign was to increase sales and market share +5%. A secondary goal was to grow brand awareness and increased engagement with the brand.

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