Dr. Kade - 2
Intimate Health Awareness – How a performance upgrade works in an awareness campaign
Challenge
Dr. Kade stands for the promotion of health and well-being and places particular emphasis on removing taboos around intimate health. The aim of the campaign was to position products such as KadeFlora, KadeHydro and KadeCycle as effective problem solvers and to strengthen their perception within the target group. In addition, the creatives should be optimized so that a clear performance upgrade is visible.
Solution
To achieve this awareness push, a comprehensive upper funnel strategy was developed that used Display, YouTube and Spotify as central channels for high advertising pressure. At the same time, the creatives were specifically optimized: sensitive topics were addressed in a relaxed and accessible way with humorous and emotional claims. The campaign clearly focused on improving performance: a new strategic orientation led to an optimized set-up, and A/B tests made it possible to identify the most effective approach variants. In addition, the channels were strategically coordinated with one another, while best performers from previous flights were specifically integrated to ensure maximum efficiency during playout.
Outcome
KadeFlora achieved a 555% CTR increase on Display and a 100% view-through rate improvement on YouTube. The campaign not only contributed to a significant brand uplift, but was also able to increase awareness of intimate health in the target group.
