Our tasks
- Identify new growth opportunities for the Persen brand by converting high brand awareness into consumption, unlocking the potential of existing demand, and driving stronger conversion from media exposure to purchase.
Realization
- Given the brand’s already high awareness, the Fall 2025 media strategy went beyond simply expanding reach. It focused on driving impact across the full funnel – from creating incremental audience touchpoints to engaging high-intent users closer to purchase. To improve the quality of audience exposure, the awareness mix was optimized based on actual format performance. Meta ThruPlay delivered stronger view-through rates than YouTube skippable in-stream (50–55% vs. 46–50% VTR), leading to an increased budget allocation. On YouTube, investment shifted toward non-skippable formats – non-skippable in-stream and bumper ads – to maximize completed views and strengthen the brand’s presence on larger screens. CTV accounted for 86% of non-skippable in-stream impressions. This helped create a more TV-like viewing experience, which was particularly important in a category where competitors maintained a strong presence on television. To capture existing demand, search and performance campaigns were optimized to shorten the path to purchase and drive medicine reservations, helping convert high-intent users more efficiently.
92M
ad impressions over 2 years (3 media flights)
+25%
increase in online sales during active media flights (based on data from the manufacturer’s tabletki.ua dashboard)
х1.4
Increase in brand awareness based on Brand Lift studies conducted in December 2024 and March 2025 (growing from 25.1% to 34.4% as the result first two media flights)
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