A creative strategy against banner
blindness for a segmented audience
blindness for a segmented audience
client
SOLOPHARM
Olifrin
Three online videos for three audience segments
back
Olifrin
nasal spray with hyaluronic acid and vitamin E
1
To reach a wider audience, we had to
break the "pharmacy product" stereotype.
So we proposed positioning the spray as an everyday health and beauty essential
break the "pharmacy product" stereotype.
So we proposed positioning the spray as an everyday health and beauty essential
2
It's a niche with fierce competition for attention: 86% of users ignore ads due to banner blindness (Source: Infolinks study)
3
So instead of one universal creative, we
worked with each segment's specific
insights and pain points. Different
production approaches became our key
tool for holding attention
worked with each segment's specific
insights and pain points. Different
production approaches became our key
tool for holding attention
Business goal:
grow market share among women aged 18–24 and keep the trust of the 25–44 segment by updating the product's = positioning
grow market share among women aged 18–24 and keep the trust of the 25–44 segment by updating the product's = positioning
VFX VIDEO
Segment: 18–20, taking charge of their own
health for the first time, without parents' guidance
This audience doesn't look for instructions, and their feeds are overloaded. So the video's job wasn't to explain how the product works, but to break familiar patterns of perception. VFX let us place the brand in a familiar setting from an unexpected angle — cost-effectively and without a large production crew
health for the first time, without parents' guidance
This audience doesn't look for instructions, and their feeds are overloaded. So the video's job wasn't to explain how the product works, but to break familiar patterns of perception. VFX let us place the brand in a familiar setting from an unexpected angle — cost-effectively and without a large production crew
1
STORY-DRIVEN VIDEO
Segment: 20–24, health as part of their lifestyle
This audience takes care of themselves on their own terms. Lifestyle footage combined with 3D visualization of the effect showed Olifrin as a natural part of a daily routine, setting the brand apart from typical pharmacy products and making it feel easy to use
This audience takes care of themselves on their own terms. Lifestyle footage combined with 3D visualization of the effect showed Olifrin as a natural part of a daily routine, setting the brand apart from typical pharmacy products and making it feel easy to use
2
MOTION DESIGN
Segment: 35–44, attentive to ingredients
This segment trusts facts, not imagery. So we created a video with a dynamic visualization of Olifrin's formula and USPs: moisturizing, restoring, protecting. Clear animation made the product easy to understand for a new audience
This segment trusts facts, not imagery. So we created a video with a dynamic visualization of Olifrin's formula and USPs: moisturizing, restoring, protecting. Clear animation made the product easy to understand for a new audience
3
Every creative must drive business results
That's why we treat production as part of brand strategy: we create visuals that help brands win the competition for consumer attention and trust
25%
VTR
(view-through rate)
(view-through rate)
30%
CTR