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CASE STUDY
Maximizing impact and effectiveness: Reckitt Benckiser's recipe for launching Nurofen caps
Snapshot
SOLUTION AREA
Marketing
SOLUTION
Market Lift
INDUSTRIES
Health and Wellness
CLIENT
Manufacturer
The Objective
Reckitt Benckiser aimed to launch Nurofen Caps, a new soft capsule product, in the Italian market.
The Solution
To achieve these objectives, Reckitt Benckiser implemented a comprehensive marketing strategy that combined offline and online advertising. The online component focused on YouTube, leveraging its ability to reach new audiences and complement traditional television advertising. The campaign was designed to maximize brand awareness and reach by using a variety of video formats.
Reckitt Benckiser collaborated with a media agency to execute the campaign. They tested video coverage campaigns to increase brand awareness and reach among the target audience of 25- to 54-year-olds.
The campaign was monitored and analyzed by Circana, which set up test and control areas to isolate the impact of the YouTube campaign on sales.
The Results
The YouTube campaign for Nurofen Caps was highly successful, achieving significant results.
Brand Awareness and Reach:
The campaign reached nearly 60% of the target audience, generating 51 million impressions at a cost 59% lower than the average for Nurofen campaigns.
Sales Impact: There was a 20.8% increase in pharmacy sales among the audience exposed to the YouTube campaign.
The campaign drove an uplift in value sales of 20.8% with a return on investment (ROI) above Circana benchmarks
51M
IMPRESSIONS
+407.8%
Increase in incremental sales
