biovanta
OTC Pharma
Paid Social Media Advertising
Paid Search
Search Engine Optimization
Project Management
Performance Reporting
Media Strategy, Planning, & Mgmt.
Video Production & Editing
NewYork, NY
2020
Seasons Communications partnered with Biovanta, a natural remedy brand targeting cold and sore throat relief, to drive awareness and sales in a highly competitive over-the-counter market. Our work focused on leveraging audience research to inform and optimize campaign strategies.
Summary
Biovanta launched its over-the-counter natural cold and sore throat remedy at a time when the world was grappling with COVID-19, and consumer behavior was shifting dramatically. With widespread masking and social distancing, fewer people were experiencing colds and flu symptoms, reducing overall demand for remedies in the category.
Adding to the complexity, Biovanta entered a deeply competitive market dominated by household names like Robitussin, Chloraseptic, Ricola, and Halls, brands with decades of consumer trust and significantly larger marketing budgets.
To compound the challenge, Biovanta’s media budget was limited, and Seasons Communications was responsible for only one piece of the marketing puzzle: paid social and search campaigns. Other agencies handled critical elements like website design, content development, and package design, requiring us to make the most of our efforts within these constraints while navigating a fragmented marketing approach.
Our task was clear but ambitious: maximize the impact of paid media to help Biovanta stand out, drive awareness, and convert consumers in a highly competitive and disrupted market.
Challenge
Share information on a previous project here to attract new clients. To help visitors understand the context and background of the work, provide a brief summary. Include the project's time frame and scope, as well as its goals and outcome.
Add details about why this project was created and what makes it significant. Explain how the business handled challenges and overcame obstacles to make this undertaking a success. Consider adding images or videos to showcase the project and engage viewers.
Solutions
Seasons Communications approached Biovanta’s unique challenges with a strategic and data-driven plan to maximize the effectiveness of their paid social and search efforts.
Audience and Market Insights: During the first cold and flu season, we focused on learning. By analyzing audience behavior, competition, and the media landscape, we identified the most effective keywords, dayparts, and messages to drive traffic to Biovanta’s site. This foundational research informed future optimizations and gave us a competitive edge.
Leveraging Retailer Credibility: To build trust and confidence in an unknown brand, we highlighted Biovanta’s availability at recognizable retail partners like CVS, Walgreens, Target, and Amazon. This strategy reassured consumers that Biovanta was a legitimate option, positioned alongside household names they already trusted.
Persona-Driven Messaging: Collaborating closely with Biovanta’s marketing director, we refined audience personas and tailored messaging to resonate with these segments. By implementing precisely targeted and retargeted campaigns, we ensured message breakthrough in a crowded marketplace, even with a limited media budget.
The results of this approach were remarkable. While the launch campaign achieved a respectable 0.27% conversion rate, our optimizations in subsequent years surpassed expectations, delivering an average conversion rate of over 10% and peaking at an impressive 14%. Through a focus on data, strategy, and collaboration, we helped Biovanta carve out a strong position in the competitive OTC market.
