By Ishbel Macleod | PR and social media consultant

Starcom MediaVest Group

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consumer behaviour article

December 11, 2014 | 2 min read

Novartis Consumer Health’s Otrivine Congestion Relief has revealed the brand’s first digital campaign, #stopmessingabout, with Starcom MediaVest Group (SMG).

The campaign for the nasal spray brand has been produced and delivered by LiquidThread, SMG’s branded content arm, with the aim to drive as much earned media as possible.

Launching 11 December, the campaign begins with a YouTube homepage takeover, and features a YouTube TrueView media buy, with the 60-second video also to be targeted to Twitter users based on search terms related to feeling poorly, delivered alongside a personalised message.

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This follows on from the #snotwhatisaid campaign which SMG created and executed earlier this year.

Gareth Coady, brand manager for Novartis Otrivin, said: “We had such great success with #snotwhatisaid so I’m pleased that we are now able to follow this with something braver and even more distinctive. Given the category norm of big budget TV campaigns during peak cold and flu season, as a challenger brand in order to be noticed we have to behave differently.

"We needed a striking piece of creative to drive talkability that could be deployed flexibly across channels able to react to changing incidence levels. With SMG’s first class media planning and Liquid Thread’s ‘Kenneth’ concept, this has all been made possible. All this has been created to encourage the UK public to take a moment and consider whether in fact there is a better way to treat nasal congestion than rubbing menthol onto their chests.”

The campaign will run until the end of April 2015.

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