Brand Promotion
With grateful thanks to our sponsor
Aiming to disrupt a scar treatment market dominated by ineffective products, our ‘Real Treatment for Real Scars’ campaign shone with scientific efficacy and emotional resonance.
Primarily targeting women, the campaign aligned with Kelo-Cote®’s Boots retail launch. We used Instagram A/B testing to identify the right content and targets. Shifting to real people with real scars and lifestyle-oriented flat lays boosted authenticity and clickthroughs.
The outcome? Kelo-Cote became #1 specialist scar treatment brand, with impressive sales growth and a rise in Boots’ EPOS value sales. The campaign achieved 7,429 clickthroughs and 1.9 million impressions, showcasing content delivery innovation and creativity.
Judge’s Comments
A vibrant, engaging campaign with excellent reach and metrics, as well as great, consistent approach to visual vernacular. We liked the effectiveness of the campaign and how it was produced on a budget. We loved the A/B testing and the effectiveness stats were very impressive, with a huge boost to Boots’ EPOS and total sales for Keto-Cote®.
We especially liked the campaign creativity – a catchy ad slogan with multiple runs for different scenarios, plus clever use of Instagram to engage with consumers. They have certainly ‘shaken up’ the scar treatment market by establishing themselves as a serious player backed by scientific evidence.
Rameez Parker, Associate Director, Global Marketing, AbbVie
Redesigning the field force engagement with behavioural science.
Our field engagements are fundamentally focused on creating behavioural change. So the Jazz Vyxeos® team took the radical approach to bring in the Markify team to embed behavioural science into the new sales aid.
The results: 1 month after the sales material launch, sales increased by 21% and this has risen to 43% in key accounts.
Enfamil Gentlease® is a renowned infant formula for babies with mild digestive discomfort. 53% of babies visit doctors with GI discomfort, but HCPs’ focus doesn’t reflect this prevalence.
Verve created a key content strategy and creative to engage, educate, and promote Gentlease. Using a universal, classic developmental toy – the wooden train – as our key visual, and a wooden track representing the GI tract, the concept highlighted the problem from HCP and consumer perspectives.
A series of global materials were created including MOA videos, eDetails, a microsite and more. The campaign led to an impressive 146% month-on-month sales increase.
International guidelines now recommend that immunologists aim to keep hereditary angioedema (HAE) patients attack-free. Takeda’s campaign galvanised healthcare professionals to accept ZERO attacks as the standard of care – prompting the new ‘Aim for Zero’ promotional campaign.
HAE community advice, market research and patient surveys informed a range of events and promotional materials, raising awareness about the true burden of HAE, impact on QoL and treatment benefits.
With patient QoL front of mind, the campaign was a multifaceted engagement experience for different audiences on multiple platforms. Using a storytelling approach, a new brand personality helped to captivate HCPs.
Through mapping the different selling scenarios and embedding behavioural science (B-Sci) we enhanced an existing linear digital sales aid (DSA) to create a new, more impactful DSA that can be adapted and personalised to unlock a sale in every call.
This new DSA was built on the Veeva CLM platform and facilitated:
• Personalised engagement
• Furthering of healthcare professionals up the adoption ladder
• Continued conversation post-call
The new DSA was adopted by all 12 key EU markets, is used in 12% of sales calls (targeted 5%), and the B-Sci analysis has demonstrated increased psychological effectiveness from 29% to 65%.
A brand awareness campaign to align JOBST compression products with the National Wound Care Strategy Programme’s Lower Limb Guidelines.
Creation of a campaign for social media with simple, bold messaging and visuals, linking product education with clinical best practice. A staged educational approach with segmented content for specialist and generalist nurses. Strong partnership working blended together agency and client. Mole Digital created the campaign concepts, visuals and ran the awareness and engagement phases. Based on analysis of results, optimised assets were presented to Essity’s in-house team, who ran the lead generation phase.
This highly successful partnership between clinical, brand and digital teams on both sides led to strong results and delivered high-quality content to a changing clinical landscape.
Superdrug Online Doctor wished to increase traffic to their site and deliver sales around erectile dysfunction (ED), contraceptive pill (CP) and sexually transmitted illnesses (STI).
We designed a content strategy that presented Superdrug as a trusted ‘big sister’. The strategy combined the audience targeting of Facebook and effective messaging to deliver cost-effective awareness of the online doctor service. The primary goal was a ROAS of 150%.
We delivered: 70% decrease in CPC and 91% saving on cost per purchase for ED, an 83% decrease in cost per purchase for CP, and a ROAS of 2,500% for STI testing kits.
