A Pampered Life
Bayer Healthcare brand, Naprogesic, is a non steroidal anti-inflammatory which is specifically designed to treat the causes of period pain.
The Challenge
Research revealed that when choosing a period pain reliever, the vast majority of Australian women relied on word of mouth referrals, not advertising. Unsatisfied with results from traditional media in building brand loyalty and increasing sales in Australia, Naprogesic was looking for a different approach.
The Strategy
A Pampered Life (APL) would be Naprogesic’s online branded community for Australian women. The site would allow Naprogesic to organically build relationships with consumers, increase brand loyalty and improve sales. A combination of online promotions, email marketing and media relations would attract new members and encourage existing members to be actively involved. Constantly updating the site with new, relevant content geared towards the target audience ensures a high site return rate.
The Results
The community has over 1000 active members on the database, and engages several thousand visitors per month, a number which is growing exponentially. Naprogesic is now able to build deeper consumer intimacy by engaging in two way communications with its brand loyal activists who also promote the site through word of mouth.
