- Brand
- Radevit Active / Retinoids
- Duration
- Five months
- Reach
- Display 6.7M; video 1.8M
- Site
- Source reports 5.12% CR
Retinoids asked Genius Desk to strengthen Radevit Active communication and understand its buyers. Over five months, the team ran media, analysed available fiscal purchase signals and adjusted targeting. Display reached 6.7M against a 4.8M plan; video reached 1.8M against 1.3M. The source also reports 5.12% average CR. The case shows how purchase insight can improve media decisions during the campaign.
How we delivered
- 01Set media and site KPIs
- 02Study pharmacy buyers
- 03Refine audience segments
- 04Optimise display and video
- 05Exceed reach targets
The objective
The brand wanted relevant awareness and quality site traffic while updating its understanding of potential buyers.
A useful buyer insight
Fiscal analysis showed an audience interested in the refreshed message beyond the traditional buyer core, prompting a sharper targeting plan.
Optimisation during the flight
The team combined display and video with site analytics, look-alike expansion, inventory review and bid adjustments.
Results above plan
Display reached 6.7M versus 4.8M planned; video reached 1.8M versus 1.3M. The publication reports 5.12% average CR.
What the brand gained
Buyer research became an active media-planning tool rather than a report delivered after the campaign.
Applying this approach
For similar work, we agree on the purchase category, media KPIs and site actions that indicate quality traffic.
Questions
How did fiscal data help?
They refined the buyer profile and revealed promising targeting segments.
What results were published?
6.7M display reach, 1.8M video reach and 5.12% average CR in the Genius Group article.