FMCG

August 6, 2021

Challenge

This pharmaceutical brand wanted to promote the diverse range of their most popular product and remain front of mind for users later going into store.  

With the market being extremely saturated in this space it was crucial for the brand to reach audiences in a way that was memorable, but also drawing together media from their other channels across TV and VOD - collating a unified brand presence.

Strategy

Using the existing assets, we were able to maintain the brands well known image, whilst also bringing a refreshing new approach that their audiences would remember. We structured the opening question like a quiz, knowing from experience that this engages a broader audience pool,  then once they interacted we showcased the well known TV ad to captivate users and keep them engaged.

Results

The use of video combined with the product selection quiz meant users spent more time exploring the content inside the unit.

Achieving;

  • Active attention exceeded target by 130%.
  • An initial interaction rate which exceeded benchmark.
  • Despite a focus on brand awareness, we also saw an uplift of users clicking through to site, highlighting the value of conversational in driving qualified site visits.

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