GSK Increases Brand Awareness for Voltaren by 15 Percent With Outbrain

Introduction

GSK is a global, research-based healthcare company with a mission to help people live more active, longer and healthier lives. Together with the digital healthcare agency Ellusion, GSK developed the Healthy Workout program - an interactive, individualised training program to prevent muscle and joint pain. It was important to GSK and Ellusion to focus on consumer interests and to integrate Voltaren, an anti-inflammatory drug for muscle and joint pain, in a native and unobtrusive way.

The Challenge

In order to make the Healthy Workout program known to a wider audience and reach people who are struggling with back pain, GSK and Ellusion developed a Native Discovery advertising campaign together with DVGE Verlag and Outbrain.

The Nielsen Brand Lift study measured how native advertising with a clear focus on the consumer experience and the activation through the Outbrain Premium Publisher network increased brand awareness and purchase intent. People who took part at the Healthy Workout program via an Outbrain recommendation were marked using the Story Sequencing tool and given the opportunity to participate in the Brand Lift study. In the form of a quiz, questions were asked about brand awareness and buying intentions.