Campaign details
Brand: AbbottAgency: StarcomRegion: APAC
Strategy
Objective
Objectives:
- Reach people who are diagnosed with diabetes and may or may not be looking for a solution and engage them with the brand – measuring engagement through Conversion/NTB(new customers) sales & GV(detail page-views) share.
- Increase penetration within this cohort – measuring penetration through Sales/SOV.
- Increase consumption by sustained usage of the product – measuring repeat sales.
Challenges:
- Many customers are sceptical about the effectiveness and safety of such products. People may be unaware of the potential benefits of dietary supplements such as EDC.
- The market for...