The Client
LOCERYL is a treatment recommended for onychomycosis, a fungal infection that affects nails, mainly toenails. The product is manufactured by Laboratorios Galderma and distributed exclusively in pharmacies.
Galderma, on the other hand, is a pharmaceutical company founded in 1981 by Nestlé and L'Oréal laboratories. Over time, the organization became independent and is now recognized as one of the leading companies in the development, manufacturing, and commercialization of pharmaceutical and cosmetic products.
Challenge
We took on the challenge of digitally promoting a product that was only sold in physical pharmacies.
It was the first time that Loceryl was investing in online presence, which posed an even greater challenge due to the strict regulatory process involved in its sale, both by public health oversight institutions and Galderma's internal compliance.
Considering the restrictions in terms of channels and formats, we sought the best way to advertise Loceryl through digital channels. Additionally, we needed to demonstrate the impact of selling a product that did not have its own e-commerce channel. We also needed to measure the message's awareness to ensure the success of the strategy.
Execution
The first step was to identify the customer journey of Loceryl's target audience in order to approach them with different messages based on the stage of consumption they were in, gradually bringing them closer to making a purchase.
This was achieved through the dissemination of videos previously approved by the Institute of Public Health, targeting specific social media channels and YouTube.
We also developed a data processing and pixel strategy to track the sections of the website that customers had visited. This allowed us to offer them relevant messages based on their specific needs.
Market targeting
Brand Awareness
Social media
Execution
The first step was to identify the customer journey of Loceryl's target audience in order to approach them with different messages based on the stage of consumption they were in, gradually bringing them closer to making a purchase.
This was achieved through the dissemination of videos previously approved by the Institute of Public Health, targeting specific social media channels and YouTube.
We also developed a data processing and pixel strategy to track the sections of the website that customers had visited. This allowed us to offer them relevant messages based on their specific needs.
Market targeting
Brand Awareness
Social media
Results
The strategy resulted in a significant increase in product sales through the online channel, where it previously had no presence. This was reflected in a 15% impact on the total product sales.
To measure awareness, we conducted a Brand Lift study that determined the brand recall for Loceryl was 24.9 points.
Furthermore, we achieved a 5.8-point increase in product familiarity and a 5.7-point increase in intent to purchase Loceryl.
24.9% +Brand awareness
15% +Sales increase
