GSK is a multinational pharmaceutical company dedicated to improving the quality of human life by enabling people to do more, feel better, live longer.


The brief

When GSK engaged W3, they needed help defining the direction of the ‘Panadol Adult’ brand in the online space. In particular, GSK wanted to understand how to leverage Panadol’s brand online, so that it could further reinforce the product’s position as a market leading analgesic.

What we did

Using our strategic framework, we helped GSK define and shape an online program which included:

  • A cross-channel approach to ‘Panadol Adults’ digital marketing direction to ensure the brand was in front of their target audience.
  • Guidelines for introducing digital innovation into the customer journey.
  • A focus on content marketing that remained true to the broader brand attributes inherent to GSK while also delivering value that’s meaningful and engaging to the customer.

The results

W3’s involvement helped GSK define the purpose and develop the strategic approach for the ‘Panadol Adult’ digital offering. The program developed from this strategy is used as a template for digital best practice at GSK, Australia and NZ region.



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