GOLD

Client: Pfizer Canada, Toronto

Campaign: Lubriderm Acquisition and Retention

Agency: Go Direct Marketing, Toronto

Creative Director: Scott Lewis

Copywriter: John Calladine

Art Director: Michael Knox

Account Director: Mona Sharkawy

Account Manager: Mary Mastrangelo

Production Manager: Vikki Kuzmich

Although Pfizer’s Lubriderm is part of the growing hand and body lotion category, the brand’s market share had been experiencing a decline. It faced stiff competition from other brands such as Vaseline Intensive Care Lotion, Curel and Nivea, and suffered from a consumer perception of being too greasy.

The primary strategy was to retain and increase usage by current buyers of Lubriderm, targeting women across Canada over 35 who used four+ bottles of the lotion a year. The campaign included a one-to-one communication through an addressed direct mail package encouraging recipients to ‘wear’ Lubriderm (in more ways than one: users were automatically entered to win a Lubriderm robe valued at $100). The Lubriderm self-mailer was highly personalized with the recipient’s name and an announcement of a ‘free offer inside.’ The envelope invited the user to pull out a glossy page revealing all six of the Lubriderm products. The copy inside was light and informative and invited users to fill out a short survey to get their Lubriderm sample and to win one of 25 robes.

A second strategy was to conduct list research to identify non-Lubriderm users, begin the process of conversion through education and encourage prospects to fill out the survey for a Lubriderm sample.

Those who responded (more than a third of the mailing) received a Lubriderm sample, a thank-you letter, and, for product users, mention that they’d been entered to win one of 25 robes.

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