The pandemic has changed many aspects of our everyday life, fundamentally shifting consumer behaviour, with the health of ourselves and our families prioritised more than ever. This was the insight Speed leveraged to inform the Olbas Cold Culture PR Campaign for winter season 2022 / 2023.
The campaign had to place Olbas as leading the ‘cold conversation’ in earned media and therefore had to appeal to the news agenda by focusing on how our behaviour evolved in a post-COVID world. We did this by creating the ‘Cold Culture’ report; a piece of proprietary research revealing the shift in consumer sentiment, behaviour and attitudes towards colds, flu and other winter ailments. This was commissioned in collaboration with leading healthcare experts and brought to life with a suite of assets – all with the goal of driving widespread media coverage.
Results: Our campaign secured 95 pieces of earned media coverage with Olbas featuring in every national newspaper and top tier lifestyle media including Woman&Home, Glamour and Woman’s Weekly; Olbas was the fastest growing brand of the winter season achieving 35.8% growth in sales and gained additional 2% of Google search traffic from a leading competitor brand contributing to a growth in organic search by 21% YoY.