SolvEasy Creative Approach
Founded in 1953, Ego Pharmaceuticals has built its reputation on science-backed skincare, developing a portfolio of more than 17 dermatological brands trusted by both consumers and healthcare professionals.
One of these brands is SolvEasy, a specialist solution for treating athlete’s foot. SolvEasy products are available in multiple formats; including gel, cream, and spray, designed to suit different preferences and treatment areas.
This campaign focused specifically on SolvEasy Tinea Spray, a fast, convenient antifungal treatment developed for people who need effective relief without disrupting their active lifestyle.
Brief
The objective of this campaign was to drive awareness and consideration for SolvEasy Spray, a topical antifungal treatment for athlete’s foot (tinea pedis).
Athlete’s foot is a highly contagious fungal infection commonly associated with:
- Excessive sweating
- Tight or closed footwear
- Shared locker rooms and public showers
While often linked to athletes, the condition affects anyone who spends long hours in closed shoes or walks barefoot in damp public spaces.
SolvEasy Spray addresses these challenges through:
- Easy, touch-free application, ideal for hard-to-reach areas between toes and around nails
- Fast-drying, non-sticky formula, improving user compliance
- Once-daily application for seven days, delivering treatment simplicity
- Terbinafine hydrochloride, which kills the fungus, prevents regrowth, and continues working even after the final application
Solution
Our solution was built around one core insight:
Burning and itching are the most disruptive symptoms for people with athlete’s foot, especially athletes who cannot afford downtime.
Timing played a critical role; the campaign launched during the Australian Football League (AFL) season, when physical strain, sweat, and foot stress peak among athletes and active consumers.
Based on this, the campaign was designed to:
- Build strong product awareness at a moment of maximum relevance
- Emphasize SolvEasy Spray’s key differentiators (once-daily use, lasting action beyond the final application)
Connect athlete pain points with real-world performance moments during peak AFL season
Our Strategic Framework
Eureka Digital developed a focused social media strategy designed to clearly communicate how people suffer from athlete’s foot and how SolvEasy Spray provides effective relief.
Rather than over-educating, the strategy translated medical benefits into creative, relatable messaging, meeting the audience where discomfort meets daily activity.
Key Tactics
- Content Planning
Content planning was the foundation of the campaign, structured around three pillars.
1. Message Framework:
The campaign was driven by two core message layers:
- Highlight patient pain points
Athlete’s foot causes intense burning and itching, interfering with training, movement, and daily comfort, particularly for active individuals. - Highlight SolvEasy Spray’s unique selling points
- Convenience: easy spray application with no mess, ideal for hard-to-reach areas between toes and around nails
- Compliance: once-daily use for 7 days
- Effectiveness: long-lasting antifungal action that continues even after treatment ends
This dual-message approach ensured emotional relevance while clearly communicating functional benefits.
2. Visual Approach: How We Delivered the Message
Our visual strategy focused on capturing attention through creative yet simple storytelling.
To dramatize the pain point, we used a powerful visual metaphor, depicting the burning sensation of athlete’s foot as walking on volcanic lava. This immediately connected with the audience’s lived experience.
A mapped journey showing how SolvEasy Spray transforms a painful, burning experience into lasting relief and comfort.
Product benefits were reinforced visually through prominent credibility badges across all creatives, such as:
- Made in Australia
- 1 Terbinafine-selling spray
- Once-daily, 7-day treatment
This balance of creativity, clarity, and authority ensured the message remained catchy, memorable, persuasive, and easy to understand.
3. Seasonal Relevance: Australian Football League (AFL)
The AFL season was selectively integrated into the visuals, aligning messaging with sport-inspired activity and movement moments to enhance relevance among active audiences.
Each content stream reinforced SolvEasy Spray’s role as a practical, fast, and effective treatment.
- Website Activation
A dedicated website experience supported the campaign, acting as a central hub for:
- Product education
- Campaign visuals
- Paid and organic traffic from social media
Results
- SolvEasy Spray became the market-leading tinea spray in Australia
- The campaign generated strong engagement across social media platforms
- Clear symptom-led messaging improved product relevance among active audiences during peak sports season
