Dramatising how we
spend our time online
MARK1 ALWAYS EVOLVING
Always Evolving
CASE STUDIES
An international giant in the eyecare industry, Allergan was facing a challenge in shifting their marketing approach from direct B2B to the consumer market. This shift required a new approach and Mark1 focused on moving the brand in the right direction.
Always Evolving
CASE STUDIES
An international giant in the eyecare industry, Allergan was facing a challenge in shifting their marketing approach from direct B2B to the consumer market. This shift required a new approach and Mark1 focused on moving the brand in the right direction.
Always Evolving
CASE STUDIES
An international giant in the eyecare industry, Allergan was facing a challenge in shifting their marketing approach from direct B2B to the consumer market. This shift required a new approach and Mark1 focused on moving the brand in the right direction.
73
YEARS OF
OPERATION
2859 SOUTH AFRICAN FACEBOOK FOLLOWERS
6 OUT OF 10 PATIENTS CHOOSE ALLERGAN OPTIVE
Allergan’s South African footprint had been built on direct marketing tactics aimed at optometrists and ophthalmologists and while this B2B approach had achieved great results, it had reached a threshold where further growth was proving difficult to achieve.
THE MARKETING CHALLENGE
Mark1 set about defining new consumer markets for the product, not just looking at traditional users, but at new untapped markets. These markets were served highly targeted, consumer specific communications, which made the ads relatable to smaller niche segments.
THE MARKETING SOLUTION
CLICK THROUGH RATE
THAT SURPASSED
ALL BENCHMARKS
the marketing challenge
Allergan’s South African footprint had been built on direct marketing tactics aimed at optometrists and ophthalmologists and while this B2B approach had achieved great results, it had reached a threshold where further growth was proving difficult to achieve.
SKILL MIX
the marketing solution
Mark1 set about defining new consumer markets for the product, not just looking at traditional users, but at new untapped markets. These markets were served highly targeted, consumer specific communications, which made the ads relatable to smaller niche segments.
CLICK THROUGH RATE
THAT SURPASSED
ALL BENCHMARKS
RESULTS
A SPEND OF R 300 000.00
Market Share:
Increased
by 0.5%
Impressions:
22 million
CPC:
R1.37
120% cheaper than the
benchmark of R3.00
CTR:
1.12%
22 x higher than
benchmark of 0.0%
Reach:
6.2 million
ROI:
20:1
Unique views for
each Rand spent
The hours we spend satisfying almost every need, via our screens, has stripped our eyes of moisture.
WHAT WE DID
We targeted three audiences that were clocking up the most screen time and dramatize what they were pursuing.
73
2859 SOUTH AFRICAN FACEBOOK FOLLOWERS
6 OUT OF 10 PATIENTS CHOOSE ALLERGAN OPTIVE
YEARS OF OPERATION
Allergan’s South African footprint had been built on direct marketing tactics aimed at optometrists and ophthalmologists and while this B2B approach had achieved great results, it had reached a threshold where further growth was proving difficult to achieve.
THE MARKETING CHALLENGE
Mark1 set about defining new consumer markets for the product, not just looking at traditional users, but at new untapped markets. These markets were served highly targeted, consumer specific communications, which made the ads relatable to smaller niche segments.
In a year where our cravings were being satisfied online, we targeted the three groups clocking up the most screen time and reminded them to give their eye what they craved… moisture.
CLICK THROUGH RATE
THAT SURPASSED
ALL BENCHMARKS
THE MARKETING SOLUTION
SKILL MIX