Campaign context:
Histallay centred its core media investment on SEO and PPC, the channels closest to consumer intent. In this category, where patients begin their journey by searching for causes, treatments and relief, it was essential to start in the right place to earn awareness and trust.
Challenge:
Launching a brand-new product in the allergy segment, one of the most competitive healthcare categories, was always going to be a challenge. Established competitors had long-standing presence, strong equity and bigger budgets.
Solution:
SEO as the foundation
With no historical authority to lean on, we built our organic presence from the ground up. The focus was on content that directly answered consumer needs, from explaining allergy triggers to offering management advice.
PPC as the accelerator
Running alongside SEO, PPC was designed as the performance engine, structured carefully across the funnel:
• TOFU: Broad, educational campaigns targeting general allergy advice.
• MOFU: More specific campaigns tailored to symptoms and product comparisons.
• BOFU: Highly targeted ads focused on branded and high-intent search terms, driving conversions at peak season moments.
A concentrated timeline
• Foundation: SEO structure launched, first clusters live, PPC soft testing, supported by ATL channels (Programmatic Video, Audio, YouTube, Amazon) driving awareness.
• Acceleration: SEO visibility expanded, PPC funnel fully activated.
• Domination: At peak allergy season, all channels worked at scale, SEO driving traffic and trust, PPC converting high-intent searches, and ATL maintaining top-of-mind impact.
Main campaign objectives
• TOFU: Capture broad audiences seeking general advice on allergies.
• MOFU: Engage those comparing options or researching symptoms.
• BOFU: Convert high-intent searches into product choices and sales.
Evidence that the campaign was effective
SEO Performance
In terms of visibility, Histallay experienced a dramatic increase in indexed keywords: from only 37 in June 2024 to 3,652 one year later, a growth rate of 9,770%. Among these, 184 now rank in the top 20 positions on Google UK, and 77 are on the first page, directly contributing to our organic traffic surge.
PPC and Paid Media Effectiveness
The results exceeded industry benchmarks. In the healthcare category, the average CTR is 6.70% with CPC at £0.78, while in pharmaceuticals CTR averages 5.89% at £0.71. Histallay’s campaigns delivered a CTR of 6.87%, outperforming both sectors, at a competitive CPC of £0.82.
