CHALLENGE
- Launch a new brand and drive initial sales.
- Target a niche audience: women aged 25-45 with children (0+ years) suffering from allergic dermatitis.
- Encourage switching from competitor brands.
ABOUT
Akrikhin is one of Russia’s leading pharmaceutical companies, known for producing effective, affordable, and high-quality medicines across key therapeutic categories in high demand among patients.
SOLUTION
A brand is what comes to mind when people hear a company’s name. While distinctive packaging and catchy slogans matter, purchasing decisions are largely influenced by a brand’s alignment with customer values. Of course, brand associations depending on how it is positioned and promoted.
Strong market presence and strategic promotion ensures:
High recognition among competitors;
Increased sales volume;
Enhanced customer loyalty;
Greater perceived value of the product.
KEY CAMPAIGN MOMENTS
The chosen marketing strategy performed great with KPIs surpassing our expectations. Also, the set of tools that we carefully selected for this campaign helped to achieve our goals and to overdeliver on the expected result.
Increase in brand search queries following the media campaign (compared to the period before launch).
Growth in purchases within the first two months driven by targeting competitor customers (measured through Sales Uplift).
Reduction of forecasted CPC (cost per click).
We exceeded the target reach, as well as CTR by 0.32 percentage points.
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