Nexcare™ Blister Waterproof Strips have seen a considerable uplift in sales since being voted Product of the Year for the Wound Care Category in February 2016. Monthly ex. factory sales for the blister product have increased by a phenomenal 273% in 2016*. This is a testament to the power of a consumer based credentialing program utilised with key pharmacy accounts and consumers as a means to leverage this new, innovative product.
Nexcare Blister Waterproof Strips have a 360° seal which effectively safeguards against water, dirt and germs, and helps to prevent edge roll. The strip features a cushioned hydrocolloid gel pad that absorbs extra moisture from the blister and provides added protection to minimise discomfort.
The Nexcare Brand team partnered with Product of the Year, Bauer Media and Magnum & Co. to construct an integrated activation plan to utilise the marketing opportunities on offer and leverage the Product of the Year seal. Activity across the plan covered multiple consumer touchpoints through public relations campaigns including sampling, media giveaways, social media, influencer & blogger outreach programs.
Additional touchpoints such as in-store TorchMedia, and trade publication Retail Pharmacy advertisements, as well as scheduled Westfield sampling activations continue to facilitate engagement and expand the messaging reach.
Public relations activity with mainstream consumer and trade media was aimed to drive awareness and key messaging for Nexcare Blister Waterproof Strips. This involved targeting health & fitness and lifestyle key influencers and bloggers, as well as industry related trade publications such as Pharmacy Daily. A key element was the creation of a personalised Autumn Racing Survival Kit, distributed to 50 of the top relevant sport, health, lifestyle and fashion media bloggers and influencers.
Pharmacy Club; an online pharmacy education platform, has been utilised to create awareness of the Product of the Year messaging to key influencers in the pharmacy industry, i.e. pharmacy assistants and pharmacists.
Winning Product of the Year for the Wound Care category has generated both product and brand awareness for Nexcare Brand. The activity undertaken will ensure Nexcare Brand is front of mind with consumers with their future first aid and wound care purchasing decisions. This award win has heightened Nexcare Brand’s credibility within both the pharmacy channel, and with consumers, as a driving brand in product quality and innovation.
* Nexcare Brand ex. factory sales YTD April 2016
3M and Nexcare are trademarks of 3M. 3M Australia PTY Limited. PH: 1300 363 797