How GlaxoSmithKline Used Emotion Tracking to Hone Its Marketing for Arthritis Drug

The drug maker partnered with System1 on its campaign for Voltaren


Arthritis cream advertisements aren’t known for tugging viewer’s heartstrings. 

But GlaxoSmithKline concluded that to make consumers feel connected to the brand—and drive long-term sales—it needed to change its approach. Instead of one-off ads that show users partaking in physical activity after using Voltaren products, it needed to tell a consistent brand story that made the product relevant to their lives. 

The pharmaceutical giant enlisted System1, a London-based marketing technology platform, that measures viewers’ emotional reactions to ads second-by-second, so creatives can see where changes need to be made.

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