Sensodyne achieves high awareness & purchase intent with CTV campaign on Disney+ Hotstar

Passionate viewers of cricket love to consume snacks while watching a match, especially when it’s a community or familial experience in front of a screen. It opens up opportunities for toothpaste brands to engage them in conversations about dental hygiene and best practices. During the T20 World Cup this year, Sensodyne leveraged Disney+ Hotstar’s ConnectedTV (CTV) offering similarly, to raise awareness on how regular use of their products helps consumers to fight tooth sensitivity.

The presence of Sensodyne’s core audience on Disney+ Hotstar, the T20 World Cup’s popularity, and the custom-targeting capabilities of ads on CTV made the platform a perfect match for the campaign.

The Strategy & Execution

Sensodyne wanted to drive purchase intent for the product, building consideration among affluent and premium audiences over the age of 25. Disney+ Hotstar’s soaring CTV viewership aided the brand in achieving its goal effectively.

Disney+ Hotstar ran Sensodyne’s 20-second video creatives as mid-roll ads during ad breaks, ensuring a high top-of-mind recall among cricket fans. These ads were custom-targeted for efficient dissemination among the target audiences.