Case study · Medinova Hirudoid Natural
Medinova: introducing a product to the general public.
The Hirudoid Natural product was still little known to the general public at the time of the campaign.
- Sector
- Health
- Media used
- TV, Digital
- Role of Mediagenic
- Media strategy and planning.
Objective
Rapidly build the visibility and awareness of Hirudoid Natural as a remedy for heavy legs, and strengthen sell-out at points of sale.
Strategic response
A single promise, sustained throughout the campaign: TV provides the rapid coverage a little-known product needs, digital repeats exposure at a lower cost per contact, with pressure calibrated to the sales objective at points of sale.
Media used
- TV.
- Digital.
Verified result or testimonial
Not available: no quantified results or testimonial are available for this case.
Lesson
A little-known product needs coverage before it needs precision: TV establishes, digital repeats exposure.