Leadership for the Bepanten® Plus brand in a category driven by digital
Bayer
Using Programmatic to Find New Category of brand consumers.
Challenge
Find a new category of consumers with Programmatic
Bepanten® Plus is specially designed for the treatment of scratches and small wounds. For a long time, the drug did not rise to the TOP positions in the category. The agency was challenged to find a way to grow brand sales. At the same time, important conditions were preservation of the current communication of TV advertising, which was aimed at young mothers, and to do without increasing the budget for direct TV advertising. While in the pharmaceutical category, direct TV advertising is traditionally considered the main media for achieving growth.
Solution
Sales growth in money equivalent 2016-2017 Bepanten® Plus: + 44.7%
During a strategic session with a client, 8 targeted target audience segments were displayed, and a unique creative material was developed for each audience. Google Doubleclick platform makes it possible to find audience insights to show audience segments from the list of targeting audiences present in the platform that have shown interest in advertisements. During the test campaigns, an additional audience segment was found - Tattoo. It gave the best results. As a result, the brand entered the TOP-3 drug categories in 2018.
Results
Power of Programmatic
Sales growth in money equivalent 2016-2017 Bepanten® Plus: + 44.7%. During this time, the category grew by 2.1%. 2017/2018 Bepanten® Plus + 25.9% category + 14.4%. Sales growth in packs: 2016-2017 Bepanten® Plus + 38.7%. During this time, the category grew by 13.6%. 2017/2018 Bepanten® Plus + 16.2% category + 6.1%.
Leadership for the Bepanten® Plus brand in a category driven by digital
