Campaign context:
Evana social media activation strategy
The social media strategy on Meta (Facebook and Instagram) and TikTok formed the beating heart of this campaign, carefully crafted to establish a new OTC brand within a crowded and highly competitive female healthcare category.
At the core of the campaign was a full-funnel structure.
Challenge:
Establish a new OTC brand within a crowded and highly competitive female healthcare category.
Solution:
Top of the funnel priority was to drive brand awareness at scale, achieving competitive CPMs that allowed for maximised reach while keeping costs under control.
Meta and TikTok were deployed not as isolated platforms, but as complementary ecosystems where creative diversity across placements and formats was tested; short-form TikTok videos designed for high-impact virality to immersive Instagram Stories and reels that carried the brand’s unique personality in a relatable and visually compelling way.
Middle-of-funnel activity focused on consideration, with the aim of converting awareness into meaningful engagement. Here, users were guided towards brand website through tailored content, nurturing curiosity and building deeper connection with the product. First-party data was instrumental in shaping this phase, alongside lookalike audiences and engagement-based. This ensured that we were connecting to individuals already demonstrating signals of interest.
Bottom-of-funnel activity, while not designed to drive direct sales, played a key role in reinforcing relevance and keeping the brand front of mind. Retargeting strategies allowed us to re-engage those who had interacted with the campaign at earlier stages, ensuring they were not lost in the crowded social media landscape. In a market where medical targeting is restricted, this creative re-engagement became a subtle but highly effective way to keep the brand’s personality alive in the consumer’s digital journey.
