U.S. Consumer Product & Brand Launch
Project summary:
Entering the U.S. market for the first time ever, we launched a nationwide initiative in-stores, across social media and online with an innovative arthritis-friendly, mobile-first website experience, tested and validated by feedback from real arthritis patients.
The effort allowed the brand to become No. 1 in the external analgesics category within three weeks of launch.
Role:
Creative Director & Brand Leader
Responsibilities:
Brand guidance and oversight
Marketing communications
Team management
UX/UI
Interaction Design
TV Spot
Media coverage of the Paula spot generated ~255 million earned media impressions — which supported broader awareness objectives.
Social Components
Retail
An experience tailored to its users
VoltarenGeL.com launched as the first arthritis-friendly, mobile-first website tested and validated by real arthritis patients and built with unique arthritis-friendly features. Defying category norms, the site offered a whole, new way to approach arthritis pain relief —just like the product itself. The Arthritis Foundation even recognized VoltarenGel.com as the first arthritis-friendly website and provided accreditation on the site.
Gold Distinction in HEALTH & MEDICAL
from the 13TH ANNUAL SHORTY AWARDS
Consumer-centric innovation and content
In prototype testing with arthritis patients, 99% of users found the website easy to use and feedback was overwhelmingly positive—especially for our accessibility modifications. In practice, our arthritis-friendly features proved beneficial too. During the first month of Full-Launch, over one-third of on-site search queries were via voice input vs. typing.
Users also leverage our site to learn more about the product and their condition. During the first month of our fully launched site, we had over 35,000 users opt-in to our eCRM program and we’ve consistently had a sign-up rate at 4x our target ever since.
Product education and clear paths to purchase
It’s clear users are motivated to ultimately purchase Voltaren to help manage their arthritis pain. Pre-order week 1 was noted by Shoppable as the highest one-week total sales of any brand they have integrated with. Pre-order drove strong conversion into the brand, with Voltaren achieving #1 in the External Analgesics Category within 3 weeks of launch, and #4 in the Total Pain Category within 4 weeks. Voltaren is also currently the #1 doctor recommended topical pain relief brand.
BRIANMALINCHAK@GMAIL.COM