Objective:

Encourage consistent oral care during Ramadhan by promoting brushing twice a day with Sensodyne at Suhoor and after Iftar, allowing users to enjoy festive foods without sensitivity.

Targeting Strategy:

• Audience: Malay-speaking, health-conscious individuals in the top 20% income bracket

• Interests: Food, Dining, Chocolates, Ice cream, Coffee, Health & Hygiene

• Contextual Timing: Suhoor, Pre-dawn brushing reminder and Iftar, Post-meal oral care reinforcement

• Platforms: High-engagement display placements across premium media

Key Results:

• CTR (More than 1.3%): Far above benchmark, indicating high creative relevance.

• Contextual Resonance: Time-based targeting boosted campaign recall.

• Festive Reach: Successfully reached and engaged target audience throughout Ramadhan.