Mederma: Brand Awareness & Lift

MEDERMA | Brand Awareness Campaign

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SNAPSHOT

‘Brand Awareness’ campaigns tend to result in autopilot strategies that focus solely Impressions and Clicks; however, a new reporting dashboard presented weekly to our client gave us the opportunity to highlight new and innovative KPIs to prove our cross-channel digital efforts to promote a new skincare line for Mederma was sticking.

SUCCESS METRICS

  1. CLICKS

  2. CONVERSIONS

  3. IN-VIEW RATE

  4. OPEN RATE

  5. ORGANIC SEARCHES

RESULTS

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STRATEGY | CROSS-CHANNEL TACTICS

EMAIL

  • 2 initial email blasts marketing Mederma’s new QDO product and Mederma’s full line of products

  • Doctors and Pharmacists separately

  • 2nd set of emails were delivered at 6am after reviewing day-parting data

SOCIAL MEDIA

  • Carousel ads, Static ads

  • Ads began with heavy focus on the product in imagery/text

  • New creative was tested highlighting before/after effects

PAID MEDIA

  • Programmatic Display, Native, Mobile,Retargeting

  • Display/Mobile ads targeted Doctors and Pharmacists, Native reached a certain profile, and Retargeting engaged to LP visitors

  • Budget was reallocated throughout the duration of the campaign; 6-9am produced highest CTR and a 40% In-View Rate was added