Launch a new foaming gel premium formatDrive awareness and volume trialEvidence superior performance claimsWin adoption and portfolio penetration – brush, gum, washCreate a social advocate toolkit for activation in EU markets

The Problems We Solved

Created a competitor-user advocate home trial regional toolkit and locally activated the launch in UK, DE, FR, NL

Included content and strategy for on-going long term brand engagement programme delivering e-education in support of improved oral healthcare

Pass-on discount cards for friends & family Processes and assets to capture, curate and amplify user

stories and advocacy content credentialing usage and cleaning effectiveness, taste, whitening, freshness etc.

How We Did It

10K

200KWAVE 0

AquafreshIso-ActiveAdvocate

Trialists

1.7ML

+4ML

+15.7%

WAVE 1Pass-on

discount cards distributed

WAVE 2Organic

brand recommendations

WAVE 3Organic

Brand conversations

NIELSEN:SKU uplift in value sales

via WOM advocate

campaign

DE

05/03/2023 Confidential & ProprietaryCopyright © 2009 The Nielsen Company

0

70

140

210

280

350

Volu

me

-50%

0%

50%

100%

150%

200%

T Vs. C % Diff Test Stores Control Stores

Odol-med3 samtweiss aktiv Gelschaum WOM – MPA Power Page

Study Objectives and Specifications• To evaluate the impact of the WOM campaign on sales of Odol-med3• Panels: Test = Remaining Germany Control = Brandenburg (no WOM)• Item: Odol-med3• Outlet: Grocery Mults & Drug Discounters• EQ basis: Volume

• In the future, allowing a larger geographic area to be ‘clean’ from the Word of Mouth Influencer test treatment will allow a larger pool of control stores, adding to a more robust model.

• The advantages of having a more robust model include more precise impacts for the targeted items and a greater likelihood of detecting changes in sales of related sub-brands and competitive items.

• The overall Odol-med3 brand also saw a positive impact of +7.1%.• The brand has benefited from a halo effect due to the Word of Mouth campaign.• The campaign brought customers to the aisle, and brought the brand to top-of-mind.• Allowing new items to gain regular distribution before executing a Word of Mouth campaign may increase

sales impact.

15.7% Adjusted Impact71% Significance

110.06127.33

Adj. Test Sales

Control Test

Covariate Adjusted Mean Sales per StoreOdol-med3 samtweiss aktiv Gel-Schaum 100mL

Control Test

Unadj. Base Sales