Oralieve grew new customers 33% year on year with Demand Gen, YouTube and TV-style ads.
Oralieve moved sales to Amazon and its website traffic fell. It needed to win back customers and sales through its own channels.
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The results
Year on year and quarter on quarter, as published. Return on ad spend is against a platform target of 200% to 250%.
- +33%New customers, year on yearOralieve
- +27%Returning customers, year on yearOralieve
- 263%Return on ad spend, above the 200% to 250% platform targetOralieve
- +131%Non-brand campaigns scaled, quarter on quarterOralieve
- +19%Bing revenue, quarter on quarter, at a 313% return on ad spendOralieve
The challenge.
Moving to an Amazon strategy cut traffic to Oralieve's website, which weakened its direct relationship with customers and its control of the brand.
- Client
- Oralieve
- Sector
- Dry mouth relief products
- Work
- Google Demand Gen and YouTube
What PUSH did.
PUSH used YouTube for top-of-funnel reach and Demand Gen for both top-of-funnel and consideration. Split tests compared UGC with TV-style creative for the top products, and cold audiences were reached through affinity targeting and lookalikes of past purchasers.
UGC for the Dry Mouth Spray earned more engagement, with 425 users viewing items against 142 for TV creative. TV creative held attention on YouTube, with 27% of users watching the whole video. YouTube impressions were limited by pharmaceutical product rules, so PUSH moved to Demand Gen by November.
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