Some details
MacuShield is a market-leading food supplement for Eye Health counting Lutein, Zeaxanthin and Meso-zeaxanthin. The brand owner has a high desire to drive growth in the UK taking advantage of marketing conditions.
The Diagnosis:
Macushield is in a regulated market, within a low awareness category (eye health supplements), and is a low awareness brand. There is a clear demographic and mindset target
consumer uncovered following a segmentation exercise.Our Prognosis:
The consumer analysis and brand performance gave us a deeper understanding that the brand required a big awareness driving push coupled with activity to drive activation / purchase.
Central to presenting the brand to a large audience in a targeted manner was a combined TV and Door Drop strategy that built awareness over a defined period, then landing a Door Drop to reinforce the brand, educate further about the benefits or Macushield and drive footfall to our main high street retail partner, Boots.
Application:
The TV spot had to be transmitted in an “Information Only” capacity. With this in mind, our TV ad leveraged insight from a PPC campaign run off the back of an (unbranded) inclusion in a 2017 episode of BBC2’s ‘Trust Me I’m a Doctor’, our main mission being to ensure the three ingredients – Lutein, Zeaxanthin and Meso-zeaxanthin – were lodged in consumers’ minds. The limitations to broadcast content meant that the door-drop was particularly critical to the communication strategy.
The Evaluation:
The campaign delivered a strong initial impact, and as a result like-for-like sales tracked a significant double digit uplift following the campaign. The focus should now on keeping up the momentum, aiming to improve customer retention and the lifetime value of long-term customers.
