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The target audience for Essentiale was residents of Moscow anxious about the recent
ecological situation. Search interest ...
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Quick Action and Relevant Messaging Drive New Opportunity for Sanofi Brand During Key Environmental Issue

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Learn how Performics/VivaKi achieved new levels of brand awareness for Essentiale Forte N at an efficient cost during a key environmental issue in Moscow.

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Quick Action and Relevant Messaging Drive New Opportunity for Sanofi Brand During Key Environmental Issue

  1. 1. The target audience for Essentiale was residents of Moscow anxious about the recent ecological situation. Search interest in environmental issues increased by 7-15 times for queries such as "What smells in Moscow", "The emission of hydrogen sulphide in Moscow" and "Ecology in Moscow." Consumer Quick action and highly relevant messaging drove impressive results for Essentiale Forte N: • Cost-per-click (CPC) of the initiative was 27% lower than the main campaign’s average • Impression share was 79% across all 3 categories of associated-queries keyword builds • 82% of audience attracted were new visitors to the website Performance With a time-sensitive objective surrounding the environmental concern, Performics/VivaKi quickly launched a paid search campaign with Essentiale in position 1 on the search engine results page (SERP) to capture the increase in search interest. Performics/VivaKi created a paid search messaging strategy that incorporated Russia’s required medical disclaimer- the remainder of the text ads captured search interest across the following three objectives: • Reach searchers anxious about the recent ecological situation in Moscow • Communicate information about increased risk for the liver because of a poor ecological state • Recruit the new audience of Essentiale consumers and increase knowledge about the product In addition, Performics/VivaKi launched 3 categories of associated-query keyword builds to ensure maximum coverage over: Environmental incidents, air pollution and ecological state. Plan Quick Action and Relevant Messaging Drive New Opportunity for Sanofi Brand During Key Environmental Issue Performics/VivaKi was tasked with building brand awareness and engagement for Essentiale Forte N (one of Sanofi’s medical brands that promotes liver health) surrounding the growing concern over a recent emission of hydrogen sulphide in Moscow. In a highly competitive space, Performics/VivaKi sought to link the environmental concern with taking care of one’s liver using Essentiale, as toxic substances in the air can be a threat to this organ. Challenge Impression share was 79% for campaign 82% of audience attracted were new visitors CPCs were 27% lower than main campaign CPCs

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