Across different markets in Asia Pacific, consumers and even healthcare professionals believed in specific wound care myths which were hurting sales numbers for Band-Aid. The Truth Heals convinces more consumers to cover more wounds with Band-Aid by showing them that covered wounds heal faster and have fewer scars than their competitors, including mother nature. Infographics, interactive educational content, Instagram and interactive display ads helped to debunk the myths and elevate the role of Band-Aid in the healing process. The results were impressive – brand keyword search query increased +110% and purchase intent increased +34% for the main target (30-39F mom).
Countries: China, Japan, Australia and Korea
Agency: Zeno (An Edelman Company)
Digital, social, retail