CASE STUDY: Insight led niche targeting to shape client strategy
Provided by International Business Times
Pharmaton came to Adprime to build brand awareness but more specifically to provide geo-targeted insights into their audience.
What was the Challenge / Background of the Campaign?
Pharmaton Vitality Capsules combine vitamins, minerals, trace elements and ginseng in proportions that have been shown to improve well-being and restore energy. The unique standardised G115® Ginseng extract contained is of very high quality and purity. Clinical trials have been conducted and all indicate that the product is helpful in enhancing cognitive function and improving psychological conditions and physical performance. The challenge was to convey the health benefits to an engaged, receptive audience at the right time when they are considering purchasing vitamins.
What was the Campaign Objective?
The campaign objectives were two fold in this campaign. Firstly to build brand awareness and market share versus their competitor in the vitamin supplement space but also to provide geo-insights to shape their client strategy.
What was the Solution?
Adprime Media operates several niche ad networks specialising in specific categories helping advertisers reach the right audiences. We suggested the use of geo-targeted 20" pre roll VOD's. This meant that powerful imagery and messaging would accurately reach the right audience at the right time.
What were the Results?
Adprime's advertising solutions include both brand marketing and direct response by leveraging expertise, reach, extensive targeting and optimisation to accomplish marketing objectives - this was vital to the success of this campaign. Our cutting edge technology and dedication to success gave Pharmaton a perfect geo-targeted ad campaign that reached right to the heart of an engaged audience. Average CTR was 2.86%. Average VTR 65%. Peak CTR 4.68%.
What were the Key Learnings of this Campaign?
This was a niche campaign raising awareness in the vitamin supplement space - it was vital to use a geo targeted system to locate these people as quickly and effectively as possible. Adprime were able to optimise the campaign by continuously monitoring performance on websites. Impressions were shifted to the highest performing placements and underperforming sites were immediately removed. By only offering highly visible placements on prominent positions we were able to leave an impression on our audience with high impact units that captured and engaged.