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BYYD and Bobotik Case Study: How mobile advertising helps pharmaceutical brands reach their target audience

Hello everyone! Today we are sharing the case of a mobile advertising campaign for the baby drug Bobotik, a modern remedy for infantile colic.

We will tell you what tools were used, what results were achieved, and why mobile advertising works especially effectively in the pharmaceutical segment.

Tasks:

  • increase brand awareness;
  • to attract targeted traffic to the site.

Tools:

  • fullscreen, video;
  • site optimization, SSP;
  • targeting by socio-demographic characteristics;
  • targeting by interests;
  • the Gemius tracker system.

Geo: Kyrgyzstan

To accurately reach the target audience, combined targeting was used: by socio-demographic parameters and relevant interests.

The following interests were selected:

Health, Family and Parents, Toddlers and Infants, Pregnancy, Baby products, Fitness and Healthy lifestyle, Women's and Sexual Health, Healthy Eating, as well as income-related interests.

The topic of interest reflects the behavior of the target group — mostly women involved in child care and health. At the same time, targeting was not limited to the female audience in order to reach all potential caring parents.

Two key formats were used for the campaign: a fullscreen banner for maximum reach and a video clip for increased engagement. This combination helped to keep users' attention evenly and increase the effectiveness of interaction with the brand.

The campaign was optimized based on data from the BYYD platform. Applications with low audience engagement were blacklisted, which made it possible to quickly eliminate inefficient traffic sources.

The campaign was implemented in several stages:

  • The first stage included two flights with a fullscreen banner format.;
  • The second stage also consisted of two flights, where the video format was used.

Thanks to daily manual optimization on the part of the BYYD team, we managed to exceed the planned CTR and provide high—quality behavioral metrics in terms of impressions, interactions, and contact time with the creative.

Read more on the website.

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