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Polisorb
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Comprehensive
digital strategy of Polisorb
drug promotion

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Aims of the client

Increase
in sales growth

Aims of the advertising campaign

Personalization of communication with Target Audience

person

Attraction of new TA, increase of purchase frequency

persons
family man

Target audience

Women 25-35 y.o.

(in civil marriage or family, pregnant/with children, main buyers for the whole family)

Men 18-35 y.o.

(the youth, office employers, fishermen, hunters, drivers, etc., who are allowed to consume alcohol)

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Solution that we proposed

Seasonal and behavioral triggers were outlined in one-year section on the problematique basis: 8 audiences and 9 problems. This method allowed distributing media pressure in order to communicate with each segment of TA at the moment of problem actualization.

Why we choose this solution

To make the communication personalized, it is necessary to execute relevant and precise cooperation with the audience, keeping the uniform stylistics of the brand. This is the only way we can make a user understand that the brand has created a message «personally for them».

Features of this solution

Each tool and platform were also selected with the aim of attracting audience of our interest respective to problematiques. For example, such illnesses as food poisoning or toxaemia are not long-term problems, therefore, it was necessary to select mechanisms that quickly update audience data.

Personalized creative ideas were prepared per each segment and problematique.

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Our manager's opinion

Polisorb advertising campaign is quite a large-scale project. You would ask how an advertising campaign in pharmaceutical industry could be diversified under constant limitations.However, we use over 15 tools and platforms each month and constantly update them. The feature of the project is personalized communication with the audience, which supposes wide reach with relevant message.

Goltelova Ekaterina, Senior Account Manager.

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Client's opinion

I am grateful to the Nectarine advertising agency team, with which we conducted multifaceted work in the digital environment as part of the summer advertising campaign in Russia. I note good customer service and the willingness to build close communication for complete immersion in a medical product and its specific promotion features for our company; attention to detail, willingness to be constantly in touch and give support in a variety of issues.

Bykova Elena, marketing and PR director "Polisorb" JSC

Team of the project

Account team

chegodaeva

Ekaterina Chegodayeva,

Account Director

goltelova

Ekaterina Goltelova,

Senior Account Manager

pronina

Anna Pronina,

Junior Account Manager

Media

novikov

Valeriy Novikov,

Head of Strategic Department

kuznetsov

Pavel Kuznetsov,

Media Planner Group Head

lahtarina

Alexandra Lakhtarina,

Junior Media Planner

Contextual promotion

miroshkina

Margarita Miroshkina,

Contextual Advertising Deputy Director

vavilkina

Evgeniya Vavilkina,

Contextual Advertising Manager

buerin

Igor Buyerin,

Contextual Advertising Manager

Creative

pertsov

Dmitry Pertsov,

Group head

neymar

Alexander Osipov,

Art-director

Production

kanishev

Evgeny Kanishchev,

Head of Production Department

ryabushko

Sergey Ryabushko,

Senior Project Manager

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