We all know the commercials for pet food from the world's famous brands. But when it comes to pets with diseases that require special care and nutrition, the audience is severely narrowed, and the distribution of this specific food is primarily handled through medical specialists. In such a situation, what is the best way to build an advertising campaign?
The challenge we had to face was to work with a completely new product line in a close-to-medical field, a limited budget and a narrow audience. To realise everything in the best way, we did an in-depth study of the market and proposed the most appropriate channels.
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To maximise performance across all channels and placements, our creative team carefully translated the brand guidelines into vibrant, tailor-made assets and chose the video format as the primary one for the promotion. We developed three creative concepts focused on veterinarian recommendations, pet owners and a product line.
The client was provided with step-by-step tutorials for each platform for further standalone work on the campaigns’ configurations.
At the end, the client was provided with step-by-step tutorials for each platform for further standalone work on the campaigns’ configurations.
Over the course of six weeks, through continuous monitoring and weekly optimizations, we observed how the concepts worked best and delivered significant results. In total, we achieved 1,300,000 video views with a 87 percent reduction in cost per view and an 82 percent reduction in cost per click compared to previous client benchmarks.
The new Josera Help+ petfood line launch has been a complete success. Josera now uses the video advertising format as a point of contact with customers who are less accessible through other channels.Thanks to our deep market analysis and significant improvements in performance, cost efficiencies have been significantly improved. We also achieved to increase brand awareness by generating high impressions and video views.
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