Store Brand Meds
DIGITAL CAMPAIGN STRATEGY & EXECUTION / CREATIVE DIRECTION / COPYWRITING / PROJECT MANAGEMENT
CAMPAIGN OVERVIEW
The goal for this Perrigo digital initiative was to leverage the cost effectiveness of digital channels to enhance the sales of its products through retailers and direct sales. This was accomplished by executing a consistent and programmed strategy with messaging campaigns that better educated consumers about the quality, value, and effectiveness of store brand medications – the smart choice compared to their name brand competitors.
CAMPAIGN METRICS
1,990,449,200
Total Campaign Ad Impressions
Total Campaign Ad Impressions
20.9M+
Video Views
Video Views
18.3M+
Watched Minutes
Watched Minutes
84%
Average Video Completion Rate
Industry average was 53% at campaign completion.
Average Video Completion Rate
Industry average was 53% at campaign completion.
89M+
Total Facebook Reach
Total Facebook Reach
671K+
Total Actions on Facebook
Total Actions on Facebook
169K+
Facebook Followers Generated
Facebook Followers Generated
782K+
Total Google Display Clicks
Total Google Display Clicks
$0.84
Average Cost Per Click (CPC)
Average Cost Per Click (CPC)
$5.36
Average Cost Per Thousand (CPM)
Industry average was $10.19 at campaign completion.
Average Cost Per Thousand (CPM)
Industry average was $10.19 at campaign completion.
Run Time: 14 Months
WINNING RESULT
The effective measure of success was the company’s NPS score, which provided Perrigo with a quantitative measure of whether or not campaign messaging was influencing and changing the minds of consumers. If you move NPS, you move sales. If NPS improves, sales increase and customer satisfaction and promotion of the brand increases as well. Campaign efforts contributed to an increase in the company’s NPS score and a record 15% increase in net sales, improving from $3.54B to $4.06B in the same fiscal year.
Product Promotion Giveaways
Social Media Content
Promotional Campaign Development for Retailers
