Different Ages, One Goal: How We Promoted a Thrush Treatment

Entering a crowded market dominated by established players, we led the launch of a new antifungal solution for candidiasis. The client is a recognized category leader, operating in an environment dominated by two major competitors with strong digital and TV presence at the time of the campaign launch.

The objective was to support the introduction of a new pharmaceutical form of the product and secure visibility in a crowded media landscape.

Campaign Goals and Channel Selection

The primary goal of the campaign was to build awareness among the target audience, increase packaged product sales, and grow market share within the category. Digital was selected as the core channel, as it reaches 93% of the target audience.

Target Audience Strategy

• Core audience: women aged 18-45
• Identified a clear distinction between consumers and buyers
• Women under 25 primarily acted as users, not purchase decision-makers
• Refined the core target audience to women aged 25-45, the strongest purchasing segment
• Tailored messaging and formats based on different digital behaviors and interests

Competitive and Media Insights

• Competitors heavily invested in online video (OLV) formats
• Required visually impactful, attention-grabbing creative to stand out
• Identified reduced competitive activity in the second half of summer
• Leveraged this window to capture audience attention more efficiently

Channel and Format Selection

• Identified a strong mobile-first behavior among the target audience
• Prioritized mobile-optimized ad formats
• Focused on maximizing reach and engagement through mobile placements

Formats and Campaign Stages

We launched five creative assets, including 20-second and 6-second video ads, tailored to the interests and content consumption patterns of different age groups. The digital advertising campaign ran from June to September, while demand capture and conversion-focused activities continued through the end of the year.

During the awareness and acquisition stages, we deployed a mix of video and display formats across DV360, Meta Ads, and MixDigital.TradeDesk to maximize reach and engagement. To capture generated demand and convert high-intent users, we launched search campaigns in Google Ads.

Campaign Duration and Targeting

Active media support ran for four months. During the first two months, reach was primarily built through YouTube In-Stream video ads, focused on driving full video views and building brand awareness. In parallel, video ads on Meta (Facebook) were used to extend reach and engage users who were not reached via YouTube.

For Meta Ads, we deployed 6-second video creatives with mandatory captions and early brand exposure. The brand logo appeared within the first three seconds, reflecting platform-specific viewing behavior and the importance of early message delivery.

From the third month onward, YouTube In-Stream ads were replaced with Bumper Ads to reinforce awareness more efficiently and reduce the cost per reach.

To further build awareness at a lower cost per reach (CPR), display advertising was used throughout the four months across:

• DV360
• MixDigital.TradeDesk high-impact formats:
  • Multipanel
  • Halfscreen
  • In-App Banner

Search campaigns in Google Ads ran for seven months, capturing demand generated by media activity. To build awareness with a lower-cost CPR, we ran banner ads for 4 months in DV360 and used conspicuous formats such as Multipanel, Halfscreen, and In-App Banner in MixDigital.TradeDesk.

Targeting and Measurement

Media targeting was defined based on a detailed target audience profile and adapted to creative variations. Ads were segmented by:

• Gender
• Age
• Interests
• Website categories

Placements were selected on platforms with a high concentration of the target audience. 

To ensure targeting accuracy and media quality, we used Campaign Manager to monitor:

• Target audience reach
• Impression quality
• Frequency and audience overlap

Campaign effectiveness was assessed using:

• Post-click attribution
• Post-view attribution
• Cross-device analysis

Key website actions tracked included clicks on “price” and “pharmacy locator,” enabling us to evaluate media impact better and continuously optimize placements for more relevant audiences.

Brand Lift Survey allowed us to assess the ad campaign’s impact on brand recall growth depending on creatives in the context of target audience segments.

Ad Campaign Results

Over the course of the campaign, we achieved the following results:

• The share of packaged products in total sales more than doubled, rising from 8% to 15%
• Sales volume of packaged products increased by 40%
• 55 million ad impressions delivered
• 93% reach of the target audience at an average frequency of 7.3
• Ad recall increased by 96% among the exposed audience, according to Brand Lift Study results, compared to the control group