Moskito Guard – A product launch for repellent that drew in the crowds.
Moskito Guard – A product launch for repellent that drew in the crowds.
To complement their travel vaccine portfolio, Valneva acquired the UK distribution rights for Moskito Guard® – a DEET-free insect repellent that is equally as effective as DEET-based alternatives. With no previous UK brand presence for the product, Valneva required a multi-channel campaign that raised awareness and demonstrated its value in entering a competitive, well-established marketplace.
With an impressive point of difference, we started to identify our approach. ‘Tough on mosquitoes. Tender on your skin’ simultaneously reinforced the product’s efficacy while outlining unique benefits that DEET-based products simply couldn’t offer.
We embraced the facts and produced content that educated our audience on the risks of vector-borne diseases. Our sustainable, customer-centric campaign started to take shape. We executed simple, clear and compelling product packaging, point of sale posters and a stand-out direct mail pack. An engaging animation was created to support this, giving further details about the product. To maximise the value of this asset, it also played an integral part in our digital and social media comms.
Our integrated campaign worked hard to contribute to sales that were significantly above target during the first three months of trading. Over 3.8 million consumers and retailers were exposed to the Moskito Guard® key messaging from our campaign activities and we achieved coverage in both high-profile and highly relevant publications. Website activity increased by up to 580% (average 259%) immediately following the roll-out of the individual campaign activities.
Over the course of the campaign, online sales increased by a whopping 1,345%. Consumer confidence and acceptance of the product was reflected in both an Amazon product rating of 4 stars and positive consumer feedback. Overall, the campaign helped Valneva deliver sales 102% above target within the first three months, post-launch – a significant upturn for a company and product with no previous presence within the UK market.
“ The ‘Tough on mosquitoes. Tender on your skin.’ campaign has not only established us within the repellent market, but has given us a strategic foundation and a clear identity upon which we can expand the markets for Moskito Guard®. ”