2015 Silver Best Use of Programmatic

RAPP

Allergan

Normalise and Activate

The Team

Sue Vestey Sharon Braude Sara Bralino Simona Gentile Smaro Sarchosi

Contributors

Rocket Fuel - Media Owner/ Partner, FCB - Developed creative assets

Campaign overview

Juvéderm’s mission is to turn facial filler treatment into a mainstream beauty choice that women feel confident about using and talking about, just like any other beauty treatment. Traditional media channel activity had already proved to be successful, but the product’s challenge was to make more of its opportunities in digital channels. By building sophisticated segmentation and finding the right digital display partners, the brand reached its increasingly attentive target audience while working within the restrictions on pharmaceutical paid-for advertising.

Strategy

A key Juvéderm strategy is to normalise the facial filler category by clearly explaining the benefits of healthy, younger-looking skin for women of all ages. Extensive research identified six distinct target groups, from business women to upmarket socialites. Digital activity was working well but scaling up risked becoming less targeted and increasing cost per acquisition, especially with the brand limited by restrictions on pharmaceutical paid-for search. Juvéderm identified Rocketfuel as a key partner and became the first brand to work with their Audience Guarantee product outside the US. This innovative programmatic buying model ensured that, by overlaying key consumer segment data, the brand only paid for display impressions that fitted its exact audience. The campaign team optimising in-flight, enabling it to reach significant scale with minimal risk to budgets.

Creativity

A range of creative assets were used to target specific segments with emotional triggers to drive specialist clinic searches. Technology then allowed a geographical overlay that advised on the nearest clinics. This was then optimised to three clear messages that ran simultaneously and showed three women of different ages and lifestyles. A specific landing page perfectly aligned with the new creative concepts and audience profile. Rather than running standard programmatic display, Juvéderm added a high degree of surety by using big data and artificial intelligence to analyse millions of signals to predict the likelihood of someone matching its target demographic – and bid accordingly. Targeting was also massively improved, ensuring the campaign only paid for fully qualified impressions.

Results

Juvéderm comprehensively beat industry benchmarks by over 100% across all broad demographics, and more importantly did not pay for any off-target impressions. Half the campaign was delivered free of charge as part of the agreement to trial Rocketfuel’s Audience Guarantee, meaning four million of the eight million impressions were absolutely free. And the Audience Guarantee technology worked, delivering 75% more impressions and reach even when digital investment dropped by 17%. The activity produced 131% more clinic searches month-onmonth alongside an impressive drop in cost per acquistion of 64%, down to £26.