Description

In our country, where the cult of food reigns, probiotics are becoming increasingly important, helping people to more easily endure the troubles associated with poisoning and dysbacteriosis. The category of probiotics has historically been extremely active in the media - brands are buying a lot of weight on TV and increasing their presence in other media.

Our brand Enterogermina was doing well in the market but was never a category leader. We set an ambitious goal to aggressively increase market share in an extremely competitive environment by optimizing the integrated media campaign.

We analyzed the behavior and media habits of the target audience segments, as a result of which the approach to media split was changed. We found out that a large segment of the profitable audience are residents of large cities with higher Internet consumption. Consequently, we moved from a TV-oriented campaign to an integrated campaign, in which TV built the main awareness with a large weight in a shorter period, and Digital was responsible for reaching the audience of large cities, additional frequency of contact and lead generation. Also, to increase visibility in large cities with a high level of advertising noise, we launched transit ads.

As of today, campaign divided into three flights reached at least 70% of target audience per flight at effective frequency. This media approach led to significant interim results: sales grew by 1,5 times, and the brand's market share grew to a confident 30%... and most importantly, we gained the confidence of the founders, who confirmed the strengthening of future campaigns.

Credits

Client:
Tatyana Sokolova - Eurasia Digital and Media Lead
Gulnoz Artikova - Product Manager

Agency:
Sanjar Ismatov - Media Strategist
Negina Kasimova - Client Service
Georgiy Glorio, Artyom Shin - Media Planners