Due to social stigma and shame, Athlete’s Foot is rarely discussed publicly in China. So how could GSK engage people in its effort to promote Lamisil, its world leading cure for Athlete's Foot? By not talking about too! Our strategy was to help people discover the solution themselves like detectives investigating a crime scene. The approach was unexpected of a pharmaceutical brand, especially so for an anti-fungal treatment, but just made perfect sense. The campaign generated 100 million social media impressions and increased sales by 37 per cent.

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