Cetraben – Digital TV Campaign

Campaign Objective – To use Digital TV advertising to drive sales of Cetraben moisturisers and skin care products

Target audienceAdults that have had a eczema complaint in the last 12 months, and Adults 25-44

Target Area – England and Wales

ActivityDigital TV across All4 and ITVX

Results– over 4% of additional impressions

Life can be rather scratchy when you spend a lot of time in sandy burrows, so the MEERKATs were delighted to come across a range of skin care products that help if skin ever becomes sore and itchy.

The MEERKATs worked closely with the team at Cetraben to plan and buy a Digital TV advertising campaign for skincare which targeted TV viewers across England and Wales. On ITVX the campaign was planned on a programme select basis, focusing on adults who had experienced an eczema complaint in the last 12 months. The All4 plan was designed to provide broad coverage across England and Wales, combined with specific targeting of 25-44 year olds.

Two different pieces of copy ran in rotation driving people to make purchases in store, with product endorsements from dermatologists. Weekly reporting by MEERKATworks illustrated the programmes where the ad was broadcast and the pacing of the activity.

These approaches to our skincare advertising campaign have ensured that the right messaging reached the right people at the right time, and sales of Cetraben have been successfully boosted.

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