Creating Betadine's Marketing Assets Across Multiple Campaigns

Mundipharma, a renowned global healthcare company, sought to revitalize its Betadine brand, particularly focusing on its antiseptic and feminine care products. As part of this strategic shift, they partnered with Digital to refresh Betadine’s digital presence, optimizing marketing assets across e-commerce, social media, and display advertising channels to align with the brand’s refreshed identity.

The key objectives were to scale impactful digital campaigns, boost engagement, and enhance brand visibility across various platforms while adhering to new brand guidelines and catering to diverse regional markets. Digital’s expertise was pivotal in ensuring high-quality, multi-format content that captured Betadine’s new direction.

The approach involved a comprehensive strategy across three key campaigns:

1. Revitalizing the Betadine FemCare Digital Campaign

   • Created tailored content for 54 platform-country combinations, ensuring assets were optimized for each region.
   • Produced a variety of content formats, such as banners, social posts, GIF ads, videos, and animations, designed to engage e-commerce, social media, and display audiences.
   • Strategized content deployment to maximize visibility and drive user engagement.

2. Launching the Betadine Social Media Campaign

   • Developed the “Red Days” campaign for Betadine’s feminine wash product, incorporating diverse content formats such as GIFs, animations, social posts, infographics, and e-commerce banners.
   • Ensured the campaign assets were localized and aligned with the refreshed Betadine guidelines across multiple markets and platforms.
   • Successfully executed the project within a tight six-week timeline, maintaining high-quality standards.

3. Championing Awareness Through the Menstrual Hygiene Campaign

   • Strategized a week-long campaign calendar filled with educational and myth-busting content.
   • Positioned Betadine as a thought leader in the category by providing valuable, informative content.
   • Delivered campaign-ready assets, including a mix of content marketing and social media creatives, within just one week.

Digital employed a collaborative approach to ensure that each campaign resonated with Betadine’s refreshed brand identity. The comprehensive strategy included:

1. Content Creation and Customization

   • Created a wide variety of multi-format content tailored to diverse regional markets and platforms.
   • Focused on ensuring the brand message was consistent across all assets while catering to regional preferences.

2. Campaign Execution

   • Ensured timely execution of campaigns within stringent deadlines, guaranteeing high-quality digital content.
   • Developed content specifically designed for a range of digital formats, from e-commerce banners to interactive social media posts.

3. Regional Optimization

   • Developed digital assets optimized for specific markets, ensuring local relevance and enhanced engagement.

Digital assembled a dedicated team to ensure seamless execution:

• 1x Creative Director
• 1x Content Strategist
• 1x Social Media Strategist
• 1x Animator
• 1x Graphic Designer

Key Deliverables

• Betadine FemCare Campaign: A total of 54 platform-country-specific assets, ranging from GIFs to videos.

• Social Media Campaign: Adaptable and localized digital assets for a global audience.

• Awareness Campaign: A full suite of campaign materials delivered within one week to maximize relevance and impact during Menstrual Hygiene Week.

The project was completed within three weeks, aligning Betadine’s digital presence with the refreshed brand identity. The results were compelling:

• Successfully aligned Betadine’s digital presence with its refreshed brand identity.
• Delivered high-quality, multi-format content across multiple platforms and regions, ensuring consistency and engagement.
• Met tight deadlines with precision, ensuring impactful campaign launches and sustained brand visibility.