Comfoderm. 22% Above Target Reach.

CHALLENGE

Increase brand awareness among a specific audience: women aged 25–45 with children suffering from dermatitis from four months of age.
Encourage brand switching from competitors.

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 packaging and catchy slogans play a role, purchasing decisions are ultimately influenced by brand values that align with consumer beliefs. The perception of a brand is shaped by strategic positioning and marketing approaches. To establish strong brand recognition and drive engagement, we implemented a multi-faceted marketing strategy:

CONTEXTUAL CAMPAIGNS

We leveraged search queries related to dermatitis, eczema, and psoriasis to drive highly relevant traffic directly to the brand’s website.

NATIVE ADS

We integrated content and keywords within relevant articles, ensuring that users reading about skin conditions were introduced to the brand as a potential solution.

BANNERS

Using programmatic ads based on Beeline’s data, we targeted actual buyers of competing products who had made purchases six to twelve months ago and were likely to repurchase soon.

INFLUENCERS

By partnering with influencers, primarily mothers, we engaged audiences in meaningful discussions, capitalizing on their trust and receptivity to brand recommendations.

RESULTS

This strategic, data-driven and multi-faceted approach led to outstanding results, exceeding initial projections and reinforcing the brand’s market position.

+22%

We exceeded the target reach, as well as CTR by 0.43 percentage points.

+17.5%

Increase in purchases during the first two months driven by targeting competitor customers (measured through Sales Uplift).

+38%

Surge in brand-related search queries following the media campaign (compared to the same period before the campaign launch).

-14%

Reduction of forecasted CPC (cost per click) along with a 2x decrease in direct competitor overlap.

RELATED PROJECTS

ADVERTISING CAMPAIGN LED TO A 23% RISE IN PURCHASES

By implementing a range of promotional tools during the launch of a new brand and targeting the ideal customer profile, we made the brand more attractive—a key objective for any business. And we succeeded in that.

BOOSTING BRAND AWARENESS FIVEFOLD

We secured third place in Top of Mind awareness among the Moscow audience through strategic image-building placements on TV and by selecting the most impactful channels for driving key brand metrics.