Maalox: First Global SM Launch
Establishing an OTC brand is already a challenge in an oversaturated industry, but standing out online is an even greater battle. With digital spaces crowded with brands vying for consumer attention, pharmaceutical companies must find unique and engaging ways to connect with their audience.
Brief
Maalox, an antacid medicine by Sanofi (Opella), needed to differentiate itself in the competitive pharmaceutical market. Instead of following the conventional medical marketing approach, the brand took a bold step by leveraging humor to engage its audience. This unique approach led to the successful launch of the first-ever Maalox social media account worldwide, making waves in the industry and setting a new digital standard for Sanofi in the Middle East.
Solution
To ensure strong audience engagement and brand visibility, the campaign focused on:
A relatable and humorous approach: Unlike traditional pharmaceutical messaging, Maalox used comedy in its content, making it highly shareable and engaging.
Strategic social media launch: The campaign marked the first-ever social media presence for Maalox globally, tapping into digital audiences in an innovative way.
Content designed for engagement: The Facebook page focused on creating posts that resonated with consumers’ everyday experiences, leading to organic shares and discussions.
Results
Within the first month, the page attracted over 100,000 fans and generated more than 20 million impressions.
Over time, the fan base grew to 270,000 followers, reinforcing the brand’s strong digital presence.
In only one year, the engagement rate reached an impressive 86.3%!
Ultimately, this innovative marketing approach helped Maalox become the market leader in target regions.
Recognition
The success of the Maalox digital campaign extended beyond social media metrics. It was recognized in multiple marketing and business magazines, with case studies published in countries like the USA and Italy. One standout feature, “Pharmaceutical Case Study: How Sanofi Got a 400% Engagement Rate,” highlighted the campaign’s outstanding performance and impact.
