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UK-based consumer healthcare giant has selected New York-based influencer marketing agency to lead influencer marketing for its in-store and wellness brands across a variety of categories for three years .
As part of the deal, Collective will partner with celebrities, nano-influencers and leading healthcare providers on social media in a campaign supporting some of Haleon’s best-known brands, including painkiller Advil, toothpaste Sensodyne and antacid Tums. It plans to utilize a wide range of influencers, including experts.
The move also comes about 18 months after Haleon separated from GSK and set out to establish its own identity in the ever-expanding world of consumer health.
While the collective is on board to strengthen Haleon’s influencer power, the company is no stranger to leveraging celebrities and major voices to promote its products.
In the run-up to Super Bowl LVIII, Tams teamed up with DraftKings to launch Tams Prop Bites, a free-to-play contest where players have a chance to win $10,000 in prizes.
The brands also tapped comedian and talk show host Desus Nice as a predicted star for Tam’s Prop Bites and featured him in digital and social content as part of their efforts leading up to the big game kickoff. .
The world of consumer health has become a hotspot of activity and investment for the industry, given last year’s launch of Johnson & Johnson’s spinoff company Kenview. This week also saw the debut of Havas Consumer Health, the holding company’s latest foray into the space, which incorporates capabilities from Havas Health & You and Havas Creative Network.
This article first appeared on mmm-online.com.
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