Dr.Greve Pharma wins Aller Best Q3

More and more women are starting to use pro-retinol and anti-ageing products at a younger age. As everyone knows, Dr. Greve is best known for intimate soap, not advanced anti-ageing with pro-retinol.

The challenge was therefore to create awareness in a new category for the brand and to capture the attention of younger women who buy skincare in channels other than pharmacies. Moreover, there are many big international brands to compete with.

The goals were to

• Achieve high ADVERTISING AWARENESS

• Increase KNOWLEDGE

• Increase BUYING SENSITIVITY

What did we do?

- To achieve this, it was important to have a common thread that struck a chord with Dr. Greve Pharma's target group," says Lisbeth Langnes, Strategic Group Account Manager at Aller Media.

In collaboration with OMD, the strategy was to use insights about the target group and their own channels and set clear goals. Among other things, they knew that 69% of readers on KK are interested in beauty and that 65% of viewers on Rød Løper are in Dr. Greve Pharma's target group.

- We set up a carefully selected race aimed at the target group, with sponsorship on Rød Løper in combination with OLV and display, in addition to print in KK. I believe that this campaign solution meant that we exceeded our targets," says Lisbeth Langnes.

And they really did!

The campaign gave

• 57% advertising attention

• 19% increased brand awareness

• 153% increased purchase probability

With the power of Aller, Dr. Greve went from intimate soap in grocery stores to becoming a preferred supplier of anti-ageing products.