How this OTC Topical Cream partnered with Cardinal to launch high-impact video campaigns that increased traffic by 20,719%
Silka
Silka is a leading manufacturer of a topical cream-based medicine which cures most athlete’s foot, jock itch, and ringworm for parent company Genomma Labs. Silka products are based on a seven-day treatment plan (versus typical four-week treatment plans) and can be found in major pharmacies around the world. Despite strong brand equity and awareness, the team at Silka recently decided to expand its digital reach with new campaigns.
Driving brand awareness
Already a dependable and well-known product for treating athlete’s foot, Silka (subsidiary of Genomma Labs) reached out to Cardinal Digital Marketing to establish a partnership with a digital marketing agency to help support its objective of driving brand awareness and consideration for Silka athlete’s foot cream. The company wanted to create a variety of media campaigns in order to access a broader and more diverse market and deliver enough media weight to see a lift in product sales in 2020.
Creative Campaigns
Silka is a leading manufacturer of a topical cream-based medicine which cures most athlete’s foot, jock itch, and ringworm for parent company Genomma Labs. Silka products are based on a seven-day treatment plan (versus typical four-week treatment plans) and can be found in major pharmacies around the world. Despite strong brand equity and awareness, the team at Silka recently decided to expand its digital reach with new campaigns.
Multi-Media Campaign
Additional, highly targeted creative campaigns, as well as paid social and search media, were focused on boosting user engagement and recall. Over the course of three months, Silka saw a massive increase in sessions, and retail sales.
Similar to Cardinal’s work with another Genomma Labs company, Bufferin, the success of these multi-media campaigns was measured against KPIs like video completion rates, cost-per-views, and cost-per-click, achieving an impressive $1.21 for the latter, 60% lower than industry standards. Both the 20,719% increase in new users and 18,487% increase in pageviews provides overwhelming evidence of the campaigns’ potency.
Consistent growth trends
Consistent growth trends, upwards of 15,000%, across sessions, new users, and pageviews, indicate the strong performance of these campaigns. Videos from this campaign alone have driven more than 3.9M views in the United States, directly driving brand awareness in non-hispanic markets, specifically. OTT video completion rates top an impressive 96%.
People are watching. People are engaging. And people are clicking through.
Contributing to this strong campaign performance was the efficiency and optimization with which they were executed. The average cost per video view across social media, OTT, and YouTube was $0.01. Cost per click (CPC) was also quite efficient at $1.21, 60% less than the market average.