Sensodyne’s ProNamel Case Study

49 Seconds of Video, Trivia and Other Engagement Educating Consumers and Learning from Them
GSK Sensodyne ProNamel brand experience mobile video

Challenge

GlaxoSmithKline’s Sensodyne team needed enough time with consumers to educate them on specific oral care issues as well as communicate how their ProNamel product line provides a great solution for those issues. Further, they needed consumers’ trust to gain insights into their oral care preferences.

Experience

6 Activies per experience, including Trivia, Video, Multiple Choice activities.
Duration: 6 Weeks
GSK Sensodyne ProNamel brand experience on Dabbl

Sensodyne launched a Dabbl brand experience with six activities including trivia, video and multiple choice.

The trivia activity educated consumers on the various causes of tooth enamel erosion. The multiple choice activities allowed the mostly female millennial audience the chance to give feedback and insights into their oral care preferences.

The 30 second video communicated the link between ProNamel's strong enamel protection and whiter teeth.

Finally, consumers were able to give feedback via their likeliness to purchase and rating the brand experience itself.

Results

50,030
Brand Experience
Completions
100% Viewability & Completion
49 sec
Avg Time Spent
per Experience
Dabbl Avg 35 sec
4.39 of 5
Experience
Satisfaction
Dabbl Avg 4.4
76%
Purchase Intent
Consumers Completing the Experience Expressing Intent to Purchase

The Dabbl platform provided the time, level of engagement and consumer trust for Sensodyne to achieve the ProNamel objectives. Over 50,000 consumers completed the full brand experience including watching the full 30 second video and engaging in all trivia and multiple choice feedback activities.

How much time did they spend with ProNamel? These consumers spent an average 49 seconds engaging in the enamel erosion trivia, watching the brand video and providing consumer insights into their oral care.

Additionally, 76% expressed an intent to purchase ProNamel products. Consumers enjoyed their time with this brand experience, rating it 4.39 out of 5 on average.