The Web Marketing Association is proud to present this 2019 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Consumer Goods Social Media Campaign
After having fallen from being the number one pain relief cream in the nation to number 10, Australian Dream was in dire need of repositioning. So TMV Group took their expected, salesy campaign featuring aging celebrity spokespeople and replaced it with “Believe in the Comeback” – a rally cry to erase pain and doubt and prove your age wrong.
We wanted this to come through in bite-sized ways on social media. Short looped videos, text animations and bold photography caught users’ eyes. And clever, inspirational copy encouraged greater engagement than the brand had ever seen before. After just one month, Facebook engagements alone were up over 1,400%. And by the end of the campaign’s 16-week run, the brand’s fan base had grown by 358%.
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