JeedJeed Challenge

SENSODYNE #JEEDJEEDCHALLENGE
(TikTok Challenge)

CHALLENGE :
Sensodyne’s biggest challenge is to recruit new users, since our brand awareness is already at 95%, however Sensodyne’s brand penetration remains stagnant at just 10% for many years now.

Thus, the key brand objective to drive more condition relevance. Condition relevance is about triggering awareness for how tooth sensitivity is a condition that everyone has experienced before, and it will not go away without proper care. 

IDEA :
To create awareness and encourage participation among the new consumers regarding the importance of addressing tooth sensitivity. #JeedJeedChallenge was designed to maximize participation through a simple, shareable mechanic and a clear, easy-to-understand call to action, triggering consumers through authentic experiences, leveraging the TikTok branded effect campaign. Ultimately, the goal of this campaign is to create full consideration, purchase intent and to recruit new consumers.

We've crafted a fun experience that resonates with TikTok users' behavior, featuring a catchy tune that captivates viewers and compels them to join the challenge. Memorable effects enhanced brand recall and seamlessly integrated with the overall IMC strategy. We crowdsourced KOLs as a key mechanic in creating virality, as KOLs invited one another to enjoy the challenge.

RESULT :
The performance of #JeedJeedchallenge campaign was outstanding in terms of sell performance which is ultimate goal for every brand. With Brandformance strategy, we bring branding campaign from top funnel to lower funnel which is conversion and market share.
Sensodyne got the highest market share at 8.9% which is highest in last 2 years. 
- More than 670 VIDEO creations
- Over 20M VIDEO views
- 500k Engagements