Sensodyne: Jeed Jeed 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. 

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