Integrating Digital for a Maximum Strength Media Strategy
For years, Alva-Amco, a leading manufacturer of specialty over-the-counter pharmaceuticals, relied on bulk tonnage cable television media buys for their portfolio of relatively niche products. Over the years, as media consumption habits have rapidly changed and digital marketing has allowed companies to become more targeted, Alva-Amco needed a marketing strategy to match their long and respected history of product innovation.
Because we recognized that TV still had a small yet vital role to play in Alva-Amco’s broader marketing strategy, Plan B helped them modernize their approach, utilizing the power of digital marketing to uncover insights and optimal messaging that would be most effective within traditional media.
We started with Diurex, their OTC diuretic medication. The campaign strategy was driven by an “active planning” methodology, continuously optimizing an integrated mix of media based on real-time conversion data. Using this approach allowed us to reallocate dollars in real time to maximize ROI based on key timing considerations. By monitoring the performance of three A-B tested messaging concepts across paid social and display, we were able to identify the highest performers and derive the winning concept, which was then produced into a video for television and YouTube pre-roll.
A Cure to Media Inefficiency
Display ads (contextual, mobile, and re-marketing) all performed at or above the industry average, and CTRs all exceeded internal benchmarks. Overall, the “active planning” approach proved to be an effective way to maximize marketing budgets into as many “working dollars” as possible, eliminating the need for costly, time-consuming traditional research and revealing insights that would serve as the foundation for future creative. Most importantly, we met our same-store goals: an increase of 5% compared to 2015.
This approach has since been applied to digital marketing campaigns for other Alva-Amco brands, including Psoriasin, Prosacea, and PowerNap, further propelling Alva-Amco into the digital world.
Don't take our word for it. Hear what our client had to say.
Alva-Amco Pharmacal Company
Mike Reisner, VP of Marketing for the Alva-Amco Pharmacal Company, describes Plan B's thoughtful approach to helping evolve their marketing from television-based to an integrated digital / traditional program.