Vicks Vaporub

Building brand awareness with Vicks VapoRub Steam Method Campaign

Social Soup was tasked to build a social first Influencer and consumer campaign driving awareness, education and WOM advocacy around the Vicks VapoRub Steam Method in Victoria.

3M+
Amplified Reach

1.5M+
Organic Reach

42
UGC

Objectives

The client wanted to drive sales of Vicks VapoRub by activating consumers on the path to purchase in Victoria via Victorian content creators and amplification.

Vicks is categorised as a Vaporizing ointment which means it has to adhere to TGA (Therapeutic Goods Administration) product guidelines. Each influencer was briefed thoroughly on the TGA guidelines received from the client. All content produced was checked by Social Soup’s TGA process before returning to the client for final approval.

Approach

A social first Influencer and consumer strategy launching the Vicks Steam Method campaign through a tiered Influencer strategy:​

  • 1 x Mega Influencer (80k-150k)
  • 8 x High Macro Influencers​ (30k-80k)
  • 5 x Low Macro Influencers (10k-30k)

Driving awareness and uplift in sales through demonstration of the Vicks Steam Method, focusing on premium social content and influence of curated selection of influencers.

The Results

To track overall success, we aggregated metrics into a custom live dashboard tracking key business metrics.

  • Influencers shared 42 pieces of high-quality content on Instagram across static, video and stories showcasing #VicksSteamMethod #VicksVapoRub
  • The highest engaging and reaching content was video. Audiences responded well to seeing the Steam Method in action. The awareness goals exceeded at 120% of the reach KPI
  • Amplified Reach was achieved at 165% of the KPI with 4 pieces of user- generated content amplified using @vicksanz as a paid partner. The content was educational and engaging encouraging users to click through to purchase.
  • Bespoke targeting via paid ensured we were reaching the right people, resulting in high engagement and link clicks.

In addition, we hit 2.1M organic impressions.

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Social Soup was tasked to build a social first Influencer and consumer campaign driving awareness, education and WOM advocacy around the Vicks VapoRub Steam Method in Victoria.

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