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Awareness Meets Precision: The Medavita Elisièr Story

Medavita is a professional haircare manufacturer that has been at the forefront of the beauty industry since 1963. Part of the Beautynova group, the company specializes in developing premium products for hair and scalp health, distinguished by their unique fusion of pharmaceutical-inspired formulas and the use of natural ingredients.

  • Client
    Medavita
  • Sector
    Beauty
  • Area of Expertise
    Marketing & Media

1. Goals

Medavita aimed to leverage the launch of a new product, Elisièr Fortifying Hair Foam, to improve consumer consideration of the brand in the haircare market and to turn the Elisièr Collection into the brand’s flagship range.
A key challenge was to identify the most effective media mix to increase brand awareness by:

  • Maximizing reach and ensuring the message resonated with the target audience
  • Appearing in selected premium placements
  • Generating a significant lift in terms of brand awareness and recognition

2. Approach

We initiated a collaboration with Adlook, a partner agency specializing in programmatic display ads, with a strong focus on premium placements and targeting, and interactive assets production.

Adlook leveraged a proprietary technology to engage target audiences in environments where standard approaches tend to underperform: key audience segments were activated based on the client’s persona and enriched by using Content GPT, a tool that interprets and captivates audiences through marketing descriptions.

Working closely with Adlook, we carefully selected the best-performing formats for our objective and, for each of them, we meticulously chose images and videos in line with two distinct creative concepts, requested by Medavita. The delivery of these different creative formats was then optimized by a deep learning algorithm to maximize synergy, reach, and visibility within the target group.

To measure campaign effectiveness, a Brand Lift Study focused on unaided brand recall was run.

+8% brand lift
+35% delivery vs expected reach
81% video completion rate
+136% relative lift

3. Results

The collaboration with Adlook for the launch of Medavita’s new product has delivered remarkable results:

  • Absolute Brand Lift: +8%
  • Delivery: +35% vs expected reach
  • Video Completion Rate: 81%
  • Relative Lift: +136% among potential consumers exposed to the campaign