Client: silicol®gel
Task: Establish silicol®gel as an effective, non-medicinal treatment for upper gastrointestinal disorders within the highly competitive marketplace for easily accessible OTC brands.
After silicol®gel is swallowed, it forms a protective and soothing coating over the lining of the stomach and intestines. Due to the adsorptive and binding qualities of colloidal silicic acid, it physically attracts and adsorbs irritants, toxins and pathogens.
This renders them harmless so that they can be removed and passed through, as the body empties naturally. Silicic acid can also bind gases and reduce excess acidity.
Campaign context: the gastro-intestinal category is an extremely competitive market, dominated by large spending brands active across the full range consumer channel options.
Challenge: create brand awareness and drive consideration, with limited budgets, to provide consumers with a natural alternative to the familiar medicinal solutions by presenting the new mode of action, and provide active consideration of an alternative remedy for audiences not satisfied with the high profile, medical based OTC brands available.
Solution: Utilise Amazon marketplace data to target active considerers and recent buyers of OTC products to present the silicol®gel alternative to omnipresent OTC medication brands.
The campaign consisted of two stages.
First, generating awareness of the silicol®gel brand alternative by tracking consumer market intent, and serving the silicol®gel asset to audiences considering relevant category brand purchases
Second, re-targeting consumers active in the category and directing them to the Amazon silicol®gel brand store to drive conversion.
