Usual Suspects - Disprin Cardio Care

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DISPRIN CARDIOCARE: The Usual Suspects

Disprin (Reckitt Benkiser) approached our Agency to create some targeted Reach and Frequency Facebook content to increase brand awareness and educate consumers on product benefits. I was Senior Creative lead for the Reckitt Benkiser account. I was responsible for the ideation and the Art Direction on this project, I over saw the photoshoot, retouching and design procesess.

Business Objective

Get the target audience to sign up with the educational Aspirin a Day journey, purchase Disprin Cardiocare on a monthly basis thereby maintaining their heart health.

Consumer Insight

• People require a convenient, monthly reminder to buy purchase Disprin CC on a regular basis

• People need to understand the benefits of an Aspirin a day (and that Disprin CC contains aspirin)

• People need to be educated about heart health and associated risks and the associated benefits of having a daily aspirin

Communication Objective

• Aspirin reduces the risk of a cardiac event by 28% . Take 1 low dose of Aspirin a day.

• Join the Aspirin a Day journey.

Challenges
Our main challenge was finding the delicate balance between 4 party's;
1. The constraints of Facebook’s advertising specifications (which required more creative imagery and less text), an additional

challenge was inclusion of the obligatory medical information.
2. The needs of the client, which were to visually show the product benefits as well as look good in order to have good ROI metrics (organic reach, likes shares and comments)

3. The taste of audience, we needed to create what we liked call "Thumb Stopping Creative".
4. Reputable work for our agency that wasn't churned out in order to meet the bottom line, also after having taken into consideration clients creative input/feedback.