Opportunity
The brand aimed to achieve heightened message reinforcement to carry out an otherwise impossible task of reaching out to the entire universe of dermatologists within a stipulated duration.
Objective
To create higher brand exposure using programmatic marketing
A heightened and sustained visibility campaign within a tight timeline can be achieved with the right strategic and technological approach
Strategy
The brand partnered with Doceree to achieve its objective in a two-pronged approach:
Phase 1: Sustained Visibility
In this phase, the right audience – dermatologists from targeted geographies, were reached with a right message on the right platforms in a sustained manner, i.e., with heightened reach & an optimal frequency of 10.
Phase 2: Heightened Visibility
An exclusive digital roadblock on 20+ publisher platforms preferred by the dermatologists was carried out, which meant exclusively roadblocking the entire inventory for straight 7 days on multiple platforms which offered unmatched doctor reach & high frequency.
Results
Reached ~95% of Dermatology universe
At an average frequency of 10
81% Share of Voice
73% Share of Mind
Conclusion
The heightened and sustained visibility campaign led to over 100,000 impressions being delivered. After one-week, exclusive Share of Voice of the targeted dermatologists was achieved.
As a result, increased in-clinic conversations around the brand were reported
