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Case Study: Sensodyne achieves 13% year-on-year sales growth and builds emotional customer connections with Facebook
A Facebook Case Study
Sensodyne - Customer Case Study
Sensodyne Middle East, owned by GlaxoSmithKline, is the world’s leading sensitive-toothpaste brand. Despite strong awareness, the brand faced low market penetration and needed to change consumer attitudes and behaviours so more people would treat — rather than tolerate — tooth sensitivity.
Sensodyne launched the emotional “Say #NoToSensitivity” campaign across TV, radio, outdoor and Facebook, using boosted posts, video ads, cinemagraphs, TV-sync second-screen ads and highly targeted audience segments (including expat and birthday targeting) plus a user-generated contest. The 10-week effort drove strong engagement and sales: 66,000 photos uploaded, a 64% average video completion rate, a 13% year‑on‑year sales increase and a 1.2% market-share gain.
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Sensodyne
Ashish Chandra
Area Marketing Manager