From intimate soap to anti-ageing

- "It's very exciting to win Q3. Orkla is once again open to testing new tailor-made campaign solutions in the Aller universe, and it's extra fun to see that it's a success," says Lisbeth Langnes, Strategic Group Account Manager at Aller Media. Langnes and Orkla also won Q1 with OMO Color.

Langnes says that the campaign has a broad female target group. "But since more and more women are starting to use pro-retinol and anti-ageing products at a younger age, it was important to reach younger women. Also considering that they often go to channels other than pharmacies when buying skincare products.

- The task was to achieve a high level of advertising attention, increase awareness and purchase visibility. To achieve this, it was important to have a common thread that struck a chord with Dr. Greve Pharma's target group," says Langnes.

With 57% advertising awareness, 19% increased aided awareness and, not least, a 153% increase in purchase probability, they exceeded their targets.

"We think it's great to win with Dr. Greve Pharma. We are very pleased with the campaign we have had with Aller Media, and it is especially fun to see how good awareness and attention the campaign has generated.

- Amalie Cassandra Skrent Brand Manager

So what's the secret?

Sverre Vinje is Customer Director at Carat and a member of the Aller Best jury. He says that the case created based on the campaign for Pro-Retinol deservedly won in Q3, because it is simply good craftsmanship.

- Here, clear goals have been set and insights have been gathered that have been used to create a good plan. The results from the campaign correspond to the goals that were set, which shows that the plan has worked. Well done Lisbeth and the team," says Vinje.

Langnes also believes that they achieved good results because they used Sponsorship on the Red Carpet, which hits the target group well, is cost-effective and works particularly well in combination with both OLV and display.

- "We set up a carefully selected run on OLV and display aimed at the target group, in addition to print in KK. I believe that this campaign solution meant that we over-delivered on our goals and managed to come away with the victory in Q3," says Langnes.