Media Strategy for Essentiale

Liver - one of the most vital organs in our body. In Uzbekistan we call it "Jigar", and it also used as an address to a loved one and carries almost a sacred meaning. However, the growing pace of life in the country, poor nutrition, as well as the side effects of other medications have a negative impact on the functioning of liver. In these terms, our product, Essentiale Forte, responds to the challenges of the time and helps the adult population of the country with the treatment and prevention of liver diseases.

Проблема

Audience demand was still high, but as a result of growing competitor activity, our brand sales have fallen by 32% over the past three years. The business and brand were not ready for transformation, so the task of maintaining a leading market share and returning sales growth had to be accomplished by a new media strategy.

Решение

Through research we found out that: 1) TV is a media with highest level of trust in Uzbekistan, so we can’t stop using it; 2) at the same time, TV campaigns reach the most people for 8 weeks, so it hasn’t to be used always-on during the year; and, which is the most important, 3) The source of further growth lies in a younger audience that cares of health more, especially after the pandemics, and they watch TV less. Thus, we proposed the cost-effective strategy, in which: 1) TV is still the media that builds main awareness, but in shorter period to optimize spendings, and higher weekly weight to overcome advertising noise; 2) Digital became main media for always-on communication and performance; 3) The message was optimally divided by gender, based on how often men and women consume a particular media; and 4) we lowered the overall age limit to 30 years and began actively targeting younger audience with online video.

Результаты

In six months, the total cross-media campaign reached 85% of target audience, and has brought significant sales growth: we have already accomplished 30% more sales than in the same period of 2024!