Lymphomyosot is a lymphatic drainage medicine from Heel. Until 2024, it was mainly positioned as a remedy for lymphadenitis. But the company wanted to tap into a broader segment — solutions for swelling reduction — and move from a narrow medical category to the popular wellness space.
Our task was to rethink Lymphomyosot’s positioning to boost awareness and make the brand competitive in its new niche. A strong creative idea, non-standard tools, and flexible media planning brought measurable results — including a significant increase in sales.
Here’s how we did it.
Strategy & Objectives
We analyzed search queries and seasonal trends related to swelling and discovered two key consumer insights:
- In summer, the primary concern is leg swelling
- In winter (especially around the holidays), facial puffiness becomes more relevant
The market was dominated by dietary supplements, teas, and detox products. We saw an opportunity to stand out with a new positioning formula: “Pharmaceutical efficacy meets wellness aesthetics.”
We merged the trustworthiness of a medical product with the language of self-care.
Key objectives:
- Shift perception: from a treatment to a daily wellness ritual
- Increase brand awareness among a wider audience
- Drive sales by reinforcing product trust
Campaign timeline: April 2024 – February 2025
Tools & Channels
We launched an always-on digital campaign with peak activations during high-swelling seasons. Digital became the core of our communications for its reach and consistency. We supplemented it with TV integrations and specialized platforms.
Full stack of media solutions:
- Video (YouTube, OTT platforms): To reach hard-to-capture audiences that don’t respond to standard ad formats
- Display ads (Meta, DV360, MixDigital TradeDesk): Used AI-powered targeting and personalization
- Specialized placement on tabletki.ua to convert warm demand on a trusted medical platform
- TV integration in the popular Supermama show (including YouTube Premium) to reflect real-life use cases
- Social media: Launched an Instagram-first SMM campaign with a calm, minimalist visual identity and storytelling around wellness aesthetics
This mix helped us cover multiple touchpoints, reach new audiences, and build deeper brand awareness.
Creative Concept
We built the creative around contrast:
- Heaviness → Lightness
- Tension → Relief
- Treatment → Self-care
We demonstrated that Lymphomyosot restores lightness to your legs, alleviates discomfort, and enhances freedom of movement. It’s not about clinical recovery — it’s about feeling good in your body every day.
Results
Thanks to a cohesive strategy, fresh tools, and clear messaging, we successfully repositioned Lymphomyosot and unlocked new business growth.
What we achieved:
- +24% branded search volume in 2024, showing improved recognition among the new audience
- 25.2M views from Supermom integration, 25% of which came from YouTube Premium — engaging an audience that usually avoids ads
- +785 organic Instagram followers, indicating improved brand appeal and visibility
- 2,059 monthly interactions and a 6.23% average engagement rate, proving emotional connection and relevance
- +4% YoY sales growth in 2024 and +16% growth in early 2025 — a record result in the past six years
Lymphomyosot went beyond its original medical niche and became a desirable element of daily wellness routines. This campaign proves that regular brand activity and unified storytelling can shift perception — and drive real business results.
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