Sensodyne’s clever use of insight to develop localisedadvertising has seen it achieve significant sales growth and record marketshare in South East Asia.

What you’ll learn:

  • Ways of localising global campaign ideas – cultural relevance is increasinglyimportant in a globalised world
  • Good insight management, stakeholder collaboration and qualitative research practiceexamples
  • The heartening message that budget restrictions can lead to efficiency withoutcompromising on quality
  • Being true to one’s brand when designing research is more likely to lead to greatinsight and greater brand growth


Hear thesuccess story of Sensodyne’s insight-led approach to localising brandcommunications – an approach that has resulted in improved advertisingperformance, significant sales growth and record market share across South EastAsia.

Sensodyne’s brand demonstrates authenticity – oneof its core characteristics – by using dental experts speaking unscripted onTVCs. While a highly effective advertising model, competitors had replicated it,meaning Sensodyne had to find a way to develop even more authentic messagingfor consumers.

Tooth sensitivity is a fairly universal problem, butits food and drink triggers are heavily influenced by cultural factors. So Sensodynedeveloped a bespoke insight process, ‘Ignite’, to help generate the emotionalunderstanding, language and messaging to inform adcepts and enable a connectionwith consumers at a local level. All of this was achieved using clevertechniques to minimise spend in a climate of restricted insight budgets.

The campaign launched inSouth East Asia in 2013 and resulted in record market share in Indonesia,Thailand and the Philippines. It has since been rolled out in other emerging marketswith similar sales impact, and has won the prestigious 2016 Grand Prix prize inthe UK.


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