Filling Cavities with Content

GSK (Oral Care - Poligrip, Aquafresh, Corsodyl, Sensodyne, Pronamel)

Agency: Spark Foundry / PlatformGSK

GSK's oral care brands share a common ambition, to drive penetration of growth audiences. They also share a common barrier, too much reliance on the TV dentist lecture, a tired routine that struggles to shift the consideration dial.

It was time to lose the dentist scare tactics and embrace diverse entertainment, to create content the audience could really sink their teeth into.

We're customer obsessed at Platform GSK, our oral care audiences share a desire to enjoy more of the moments that matter to them, free from pain and anxiety. We listened. Healthcare brands should visualise the solution, not dwell on the problem.

Social became our territory for change. Through the creation of GSK's first ever oral care partnership, we sent newsfeeds into a frenzy with lip-smacking, shareable content, lifting the nation when we needed it the most.

Our 2020 partnership with Jungle proves that healthcare brands can use social video content to entertain, build relevance, authenticity and, crucially, drive penetration.

In a single year we've become a significant creator of healthcare social content, taking GSK in a bold, new direction and we've been rewarded with success that has already propelled us into a follow up partnership in 2021.