The Client
Nexgard is an excellent option for the prevention of external parasites in dogs. It is available in the form of chewable tablets and contains an active ingredient called afoxolaner. This drug is effective in preventing and controlling tick, flea, and lice infestations in dogs.
Nexgard is a product of Boehringer Ingelheim Laboratories, a pharmaceutical company specialized in the development, manufacturing, and commercialization of medications and products for animal and human health.
Challenge
When Nexgard approached REM, it was a product that had been out of both digital and offline advertising for 18 months, creating a significant gap compared to its direct competitors.
The challenge was to reposition Nexgard, reactivating its sales through different channels, which required presenting it in a cost-effective way.
To achieve this, we needed to assess the impact of boosting sales and make the online channel relevant, where Nexgard had never had a presence before.
Execution
We generated specific adaptations for each placement, allowing us to have a wide reach and good reception from the audience. We segmented the audience into three categories:
- Open audience
- Audience with an affinity for the industry and the product
- Audience with a purchasing intent
Subsequently, we constructed a customer journey to understand the consumer, which was accompanied by a video strategy.
Audience segmentation
Brand Awareness
Community building
Execution
We generated specific adaptations for each placement, allowing us to have a wide reach and good reception from the audience. We segmented the audience into three categories:
- Open audience
- Audience with an affinity for the industry and the product
- Audience with a purchasing intent
Subsequently, we constructed a customer journey to understand the consumer, which was accompanied by a video strategy.
Audience segmentation
Brand Awareness
Community building
Results
With only 10% of the budget allocated to offline media, we implemented a strategy that had only a one-point difference in effective reach compared to traditional channels such as television or newspapers. In other words, we developed a methodology that was 10 times more effective in terms of budget reach.
This had other consequences, such as amplifying the market share gap between Nexgard and its direct competitors, thus regaining our client's leadership in the market.
Additionally, we launched the first digital on-trade support project, which in its initial stage increased product sales by 300% in physical stores and 450% in digital channels for associated locations.
300% +Physical product sales
450% +Digital product sales
