Learn more about some of the most successful positioning strategies and marketing activities by reading the article or viewing the presentation below.
29th of September 2024
6 best marketing campaigns in 2024
We prepared a collection of best marketing practices from our clients' campaigns and other nutraceutical brands.
our clients’ campaigns.
Many of PharmaLinea’s products have been launched by companies that are experts in B2C marketing. We collected some of their insights on their successful go-to-market strategies, promotional tools, advertising campaigns, positioning tactics, and lessons learned.
>Your< Iron Line.
In 2017, our client from an East Asian country launched >Your< Iron Syrup and >Your< Iron Forte Liquid Sticks. The iron supplement market in their country was relatively developed, with several added-value and user-friendly product formats already present.
Due to very low anemia levels in the market (only around 3,7% of women & children are anemic) and growing competition for added-value products, our client launched an influencer marketing campaign in 2024.
We need to cover complex topics in our promotion to clients. We need credible influencers, such as doctors and pharmacists, to convey the message.
In their market, there are agencies that recruit the best pharmacists and provide them with crews, filming sets, and products. They have a highly selective process for products. The influencers provide education on health topics and product reviews. Outstanding consumer trust in these influencers is a key component of their success.
With the help of pharma influencers, we sold over 11.000 units of our product in a 3-day campaign.
After finding the right marketing mix and with the help of a new marketing channel – pharma influencers – our client entered a stage of explosive growth, achieving a CAGR of 81% from 2019-23. They were selling out about 16.000 units per month in 2023, with high growth projections for future years.
>Your< K2+D3+Ca Line.
Another client, a medium-sized food supplement company from Southeast Asia, launched >Your< K2+D3 Drops in 2019. Due to the product’s success, they launched a line extension, >Your< K2+D3+Ca Syrup, in 2022.
To promote the new line extension and raise awareness of the product line before starting with the promotion of a digital app launched in 2024, our client launched a marketing campaign based on digital marketing.
Our client’s product launch comes in 3 stages:
- market norm research
- identifying market white space
- optimizing and capturing market share through communication
In the first stage, they invest in market research to find brand attributes, decide on brand keywords they will use throughout the promotion, and decide on different product positionings they wish to test.
In the second stage, they test various product positionings. They first create test ads on different social media platforms. These ads capture leads, and our client then calls the customers who respond to them and tries to sell the product directly. The results from ads and sales help our client determine which product positioning works best.
After deciding on a product positioning, our client enters the market. They perform various marketing campaigns on social media, Google Ads, display ads, news displays, YouTube, and TVC.
Our client invests heavily in the promotion of the products. They allocate their budget across different channels to achieve various goals:
- attract more new customers (channel: mainly social media)
- promote brand distinctive (channel: social media, news, TVC)
- deliver proof and gain trust (channel: TV, social media)
In their promotion, our client uses key opinion consumers (KOC) and user-generated content (UCG). KOC are a form of influencers, who are experts in testing and reviewing products. UGC is any form of content posted online by consumers.
We also use doctor influencers. In our market, doctors are active on several social media platforms and very popular. They have up to 300.000 followers each, and their recommendations have proven very effective.
With these marketing strategies, >Your< K2+D3 Drops became number 1 in the market in the 3rd year post-launch. Our client sold over 3 million units in 2023 and held around 30% market share.
In 2024, our client launched a digital app within the Zalo app (users can scan the QR code and access the app on Zalo, they don’t need to download a separate application). Through accumulating points by scanning QR codes on product packaging customers can collect rewards.
This has motivated over 80.000 users to use our client’s app in just 4 short months, with no promotion, which is already 20% of the product users.
>Your< Prediabetiq Capsules.
In 2024, a leading supplement company in the European Union launched >Your< Prediabetiq Capsules. With the promotion, based exclusively on medical detailing, they were able to take a significant market share in just a few short months.
Our client is still testing the market. Consequently, they have tried to position the product for 2 different groups of consumers:
- to assist in weight loss and help prevent diabetes
- for lowering insulin levels in PCOS patients
In the first part of the promotion, our client organised events for doctors. They held 2 national conferences with 200 doctors to which they invited endocrinologists and gynecologists. They offered samples for doctors to try. They also hosted roundtables with doctors all over the country and held hospital presentations.
In the second part, they offered online courses for doctors. These courses were held by the main endocrinologist in the country on a physician platform online. The content was focused on the pathology and the in-depth presentation of the ingredients used in our client’s product.
Our client also developed an app for medical representatives to use in their presentations to doctors. On the app, the reps can access all the data related to the product. They can also use augmented reality to show the product and ingredients’ mechanism of action.
The app provides a »wow effect« and subsequently helps to answer the question »What’s new?«. This helps with improving the relations between doctors and reps.
In our client’s market, there are 2 main competitors. They both promote mainly through TV. With a different approach, our client was able to claim 9% of the market share only 7 months post-launch with a product, that is much more premium priced (both competitors’ products are priced at 16 EUR, and our client’s product is priced at 26 EUR).
external campaigns.
We analyzed some of the awarded external marketing campaigns from other supplement brands that can, in our view, offer several good practices to learn from.
Enterogermina campaign.
Sanofi* launched a campaign for their leading probiotic brand, Enterogermina, to address the gaming community and raise awareness of the importance of digestive health.
*Sanofi is not our client, they just shared a good marketing case.
Their campaign »Ready player mom« included gamers with millions of followers, presenting Sanofi with the potential to reach and impact an immense group of young consumers, become top of mind, and raise new, loyal consumers.
They involved the gamers’ mothers and trained them in popular games. The mothers then surprised their children during their live streams, interacting with them in the games and delivering the message on the importance of digestive health. They also talked about Enterogermina, increasing awareness of the product.
The campaign impacted 6,7 million gamers and reached 37 million people. Enterogermina’s sales increased by 16%. This shows how even established, premium brands are utilizing various digital channels to reach a new generation of consumers where they are most present. A similar campaign could be applied to supplement products for various indications.
Mary Ruth’s social club.
Mary Ruth Organic*, a vegan supplement brand created in 2014 has seen immense market success due to their clever marketing approach. Their strategy is to incentivize consumers with special rewards programme to post about their product. This has made the company go viral on social media, bringing them huge revenue growth.
*Mary Ruth Organic* is not our client, they just shared a good marketing case.
They promote through influencers and user-generated content. They have created a »social club« in which creators can sign up to deliver content on Instagram and TikTok. The creators sign up through Mary Ruth’s website. The rule is to post content on either of the platforms, tag @maryruthorganics, and receive special rewards (in the form of site credit, depending on the amount of content generated and shared).
With just one organic post, the creators have generated over 3 million views. After paid advertising, the post reached over 50 million views.
This has resulted in over 600.000 followers of @maryruthorganics on Instagram and over 300.000 followers on TikTok. After launching a few products on Amazon in 2014, the company has grown immensely – they have achieved 250 million USD in revenue in 2023 and were valued at 1 billion USD with 50 million EBITDA.
Centrum campaign.
Many new and expecting mothers give all of their attention to their babies and forget to focus on themselves and their health. To address this issue, Centrum* (Haleon) launched a campaign called »Mother’s lullaby« and shifted the focus to mothers, showing their struggles and pains.
*Centrum* is not our client, they just shared a good marketing case.
The campaign was used to promote Centrum’s line of maternal health vitamins and centered around the universal act of mothers singing lullabies to their children, symbolizing the care, love, and sacrifices they make daily. By mothers singing the lullabies to themselves, Centrum tried to convey the message, that mothers need to prioritize themselves, take care of their health, and their bodies.
The campaign resulted in a 78% surge in consumption of Centrum’s Maternal Health line and the highest ROI of a Haleon TV ad in the last 5 years.
explore further.
Doctor-driven influencer marketing webinar
To answer the pivotal question for brand owners: “Why should I redirect some of my budget to influencer marketing?”, PharmaLinea has teamed up for a webinar with Epidemic, an industry-leading influencer marketing agency.
Case study: >Your< Iron Line
An analysis of how our client launched our iron products under their brand in a Southeast Asian market and achieved explosive growth through pharmacist influencers.
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