Challenge: Ensure a successful launch of the first OTC weight loss drug from GSK by targeting only those most appropriate.
Insight: When women have tried anything to lose weight, they will try anything. Even if it’s not right for them.
Strategy: Engage and educate to ensure fit. Involve consumers in informed decision-making so the brand wouldn’t lose.
Role: Drove the marketing engagement strategy that would educate consumers on the new offering via promotions and experiences aimed to create awareness and help determine regime fit.
Consumer research & insight mining
Creative brief writing
Experience design strategy