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A NEW CHANNEL FOR ZIRTEK

UCB PHARMA

IN A NUTSHELL

Our goal? The promotion of a leading pharmaceutical product.

Sounds pretty simple right? Wrong. There were a few obstacles that needed to be overcome first. So, how did we achieve our goal and use social marketing to get messages out at the right times? It all came down to a plan …


WHAT WAS INVOLVED?

Social marketing

Copywriting

Graphic design for web

Community management

Image and asset creation for online platforms

PR

Promotion implementation and management

Allergy awareness

Our client, UCB Pharma, wanted to talk to potential buyers of Zirtek – a product used to treat allergy symptoms which can be found on shelves in the UK and Ireland.

But research had shown that many people didn’t know much about allergies and how they can affect their everyday lives. So we needed to come up with a way of educating this audience. It might sound straightforward, but we also had to get around the problem of pharmaceutical product promotion, which is carefully controlled and subject to a rigorous and potentially lengthy approvals process.

A NOSE FOR SOCIAL

Consumer engagement was a key part of communicating often complex issues – and social media offered the chance to have direct links with allergy sufferers. Yet social media depends on being live and up to date, using content that has a feeling of genuine spontaneity.

A tricky approvals process was going to make that difficult, and we needed a plan. So, at the start of the year, we produced an entire diary of content and put it through approvals. These 200-plus posts were then scheduled, approved and run on Facebook and Twitter to give the appearance of ‘real time’ content throughout the year.

Results that aren’t to be sniffed at

In an increasingly competitive market, Zirtek has retained its UK sales share and showed significant growth in Ireland, thanks to a campaign that surpassed all KPIs and included:

  • Over 9,000 page likes
  • 15,000 post likes and engagements
  • 20,000 competition entries

WHAT DID OUR CLIENT SAY?

JJ has been providing valuable input and support in terms of planning and executing successful social media campaigns for the Zirtek brand for a number of years.

Their expertise has enabled the brand to benefit from the use of a valuable communications channel that, prior to these campaigns, was considered too challenging to maximise.

Where to next?

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