- Brand
- Neobutin / Binnopharm Group
- Media
- OLV, two months
- Reach
- More than 2.5M users
- Outcome
- Purchase frequency +10% for viewers
Genius Desk selected competitor medicine buyers for Neobutin and ran a two-month video campaign in Moscow, Saint Petersburg and their surrounding regions. Unique reach exceeded 2.5 million users. The published Sales Lift study reported 10% higher purchase frequency among video-exposed users than among unexposed users. Purchases were observed within two weeks of advertising exposure.
How we delivered
- 01Find competitor buyers
- 02Run regional OLV
- 03Improve inventory quality
- 04Match ad contact and purchase
- 05Report 10% higher purchase frequency
The brand challenge
Reach people already buying alternatives, introduce Neobutin and connect video exposure with pharmacy choice.
Purchase-informed targeting
Available competitor-buyer signals focused media on adults 25+ in the two metropolitan regions.
Quality video execution
The team combined platform optimisation with manual inventory review, excluding suspicious and weak traffic. The team checked reach, advertising visibility and placement quality.
Pharmacy Sales Lift
Fiscal and telecom partner matching assessed purchases in a two-week transaction window. Exposed viewers bought Neobutin 10% more often in the published comparison.
The business result
Binnopharm Group received media results and a comparison of purchase frequency between exposed and unexposed audiences. The finding applies to the agreed study sample.
Planning a new campaign
Applying this approach
For a new brand, we set the competitor segment, geography and purchase window before launch and agree on the Sales Lift method.
Questions
What does +10% mean?
Viewers bought Neobutin 10% more often than unexposed users in the published case.
How were pharmacy purchases measured?
Available fiscal and telecom data were matched within a two-week window after ad exposure.