Digital marketing activities, especially when they are run through platforms such as YouTube, are still lagging behind many health care and cosmetic companies. In particular, it is difficult to methodically prove the impact of these advertising measures. Since most of the industry's revenue is generated by inpatient pharmacies, advertisers and manufacturers have not only considered KPIs as clicks, but have also estimated that inpatient sales figures were crucial. But not always the data itself, says Kwesi Ofosu, marketing director at Eucerin. Beiersdorf claims to have succeeded in proving the effectiveness and efficiency of such advertising measures through a comparison test.
In collaboration with Google and Iqvia, the manufacturer made and analyzed a so-called geo experiment. Two short promotional videos on YouTube were only shown in one region – according to Eucerin in "a large part of North Rhine-Westphalia" – and were then compared to another test region in which the campaign did not. Did not take place. The selection and evaluation were based on Iqvia data: The sales figures of the market research company's pharmacy panel were used to select as representative a region as possible from all over Germany in terms of Eucerin sales.
Iqvia has identified for each pharmacy in the region tested a statistical twin, that is to say another pharmacy in Germany, which has similarities in terms of sales size and location. Campaign videos were then displayed using targeted geography only in the first region. The videos are an ignorable sequence of 15 seconds and a so-called outstanding advertisement. These six-second videos are automatically recorded before and after watching YouTube videos and are customized based on users' viewing habits. Both address acne and blemished consumers with the same pattern and promote the Eucerin Dermopure product line. However, targeting was beyond the geographic scope. "We used the campaign signals that showed us that the user is ready to buy a facial care product.If this was possible, we even launched specific searches on" dirty skin "videos, "Button", "Blackheads" or "Acne" on YouTube, "says a Google manager.