OTC Pharma

OTC pharma leader drives offline sales with AOL’s online targeting

It seemed like a lot to ask of a single campaign: Drive sales of a new product, build brand awareness and differentiation, and link the campaign to offline sales. However, AOL Advertising joined 3rd party research with its own targeting tools, and delivered on all counts.

Challenge

A leading over-the-counter pharmaceutical company was considering launching an online marketing campaign to drive sales for a new line of mentholated products.
It also wanted to raise awareness and differentiation for its overall brand.
Lastly, the advertiser sought a solution that would not only provide measurable results, but also link the online campaign to offline sales.

Solution

Existing brand consumers and key competitor brand users were identified and targeted using household- level purchase data from IRI, plus AOL Advertising's demographic and psychographic targeting solutions.
By partnering with Nielsen’s HomeScan panel and using our Target 2 Measure product, AOL’s research team was able to link online ad exposure to offline sales impact, thus demonstrating ROI.

Results

The 11-week-long campaign had a substantial impact on the pharmaceutical brand's business.
In fact, during flu season it saw a sales lift of 88% for the new line.
Even more valuable, there was a 30% lift in sales for the overall brand among AOL visitors.
The return on media investment was a highly profitable $2.52 per dollar spent.