Client: Clinova ORS hydration

Task: Brand awareness generation and product understanding amongst prospective consumers

Campaign context: ORS offers an easy route to hydration. Presented as soluble tablets in a range of flavours, ORS facilitates effective pre or re-hydration when water on its own is not enough. This may be due to the physical need for electrolytes and/or taste. Potential consumers can be regular sports participants, holiday makers, business travellers and the broader wellness audience.

Challenge: to build brand familiarity and drive consideration, trial and regular purchase for “When Water isn’t Enough”

Solution: a content partnership with Hearst, to positively leverage the strong affinity between the portfolio of Hearst brands and ORS target consumers, the Hearst pool of journalistic expertise and understanding of their audiences and the depth of audience available in terms of volume and quality via the Hearst digital network.

Compelling content was created by in house journalists, customised in terms of style, narrative and appeal, for each of the Hearst brands, Cosmopolitan, Red, Runners World, Men’s Health, Women’s Health and netdoctor. The common thread was the importance of hydration.

With guaranteed metrics for page views, dwell time and social ignition assets (traffic drivers) the ORS “When Water isn’t Enough” proposition was visible across the Summer and early Autumn to core Wellness and regular exercise audiences. Sales for ORS peaked at the highest ever during and after the immediate campaign period. The brand also benefited from associated earned media as a direct result of the paid media investment, driving prospecting enquiries through to the brand website, an essential objective of the awareness and product understanding objective

ORS X NETDOCTOR

ORS X COSMOPOLITAN

ORS X MEN’S HEALTH

ORS X WOMEN’S HEALTH

ORS X RUNNER’S WORLD

ORS X RED