{"id":5051,"date":"2025-09-22T05:08:45","date_gmt":"2025-09-22T10:08:45","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=5051"},"modified":"2025-09-22T05:17:03","modified_gmt":"2025-09-22T10:17:03","slug":"increase-sales-and-share-of-market-for-theratears","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/increase-sales-and-share-of-market-for-theratears\/","title":{"rendered":"Increase Sales and Share of Market for TheraTears"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div 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'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">BACKGROUND\/GOAL<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">TheraTears, a challenger brand in the highly competitive dry eye category, was determined to break into the top three players in the market. <br><br>The brand\u2019s unique advantage&nbsp;lies&nbsp;in its&nbsp;clinically proven approach to dry eye wellness, offering a wellness-based solution rather than simply treating symptoms. Our objective was clear: leverage this distinct positioning to&nbsp;increase sales, grow share, and elevate the brand\u2019s visibility among new and existing audiences. <br><br>The brand faced two hurdles. <br><br>First, the category was dominated by established competitors with strong brand recognition and significant budgets. <br><br>Second, most diagnosed sufferers were older (65+), leaving an untapped opportunity among younger, non-diagnosed consumers experiencing symptoms but not yet seeking treatment.&nbsp;<br><br>TheraTears&nbsp;needed&nbsp;a&nbsp;strategy to expand its audience base, drive immediate sales, and build a sustainable presence online and in retail.<br><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">STRATEGIC MEDIA APPROACH<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">To unlock growth, we developed a&nbsp;custom, data-driven media plan&nbsp;anchored by USIM\u2019s proprietary&nbsp;EDGE planning tool, enabling us to design segmented strategies and tailored communications for different customer groups. Key&nbsp;elements of the approach included:<br><br>\u2022&nbsp;<strong>Audience Segmentation and Targeting<\/strong>:&nbsp;We developed distinct channel audience segments to reach both non-diagnosed sufferers (a younger audience) and diagnosed but untreated patients.<br><br>\u2022&nbsp;<strong>Channel Insights<\/strong>:&nbsp;By mapping audience media consumption, we identified which channels were most effective for trial and awareness, ensuring precision in our investments.<br><br>\u2022&nbsp;<strong>Dynamic Creative Messaging<\/strong>:&nbsp;Creative was adapted to highlight the product most relevant to each customer segment, ensuring messaging felt personal and solution-oriented.<br><br>\u2022&nbsp;<strong>Data-Driven Optimization<\/strong>:&nbsp;We captured contact data for retargeting, reducing wasted impressions and optimizing repurchase opportunities.<br><br>\u2022&nbsp;<strong>Redefining the Customer Journey<\/strong>:&nbsp;A new KPI framework was introduced, aligned with customer segments and transaction behaviors across both online and offline touchpoints.<br><br>\u2022&nbsp;<strong>Omnichannel Execution<\/strong>:&nbsp;The strategy came to life through a fully integrated campaign designed to drive traffic and sales both at retail and across major e-commerce platforms.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">RESULTS ACHIEVED<br><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><strong>The campaign delivered strong results, far exceeding category growth benchmarks:<br>\u2022&nbsp;<strong>15% revenue growth<\/strong>&nbsp;over a&nbsp;52-weeks,&nbsp;compared to just&nbsp;+4.5% for the category overall.<br>\u2022&nbsp;<strong>38% of revenue growth<\/strong>&nbsp;attributed directly to media investment, effectively doubling media ROI.<br>\u2022<strong>&nbsp;33% growth<\/strong>&nbsp;in Amazon sales, with the brand rising from&nbsp;#3 to #1 in the category, while also reducing cost-per-unit sold by&nbsp;25%.<br>\u2022&nbsp;<strong>248% increas<\/strong>e in social media engagements, while lowering cost-per-conversion by&nbsp;20%.<\/strong><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-69f4a8ec1500a-6371\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row odd-element-mob-media odd-media-lib\">\r\n                                            <div class=\"gallery-box cursor\"\r\n                             onclick=\"document.getElementById('galleryModal-gallery-69f4a8ec1500a-6371').style.display='block'; currentSlide(1, 'galleryModal-gallery-69f4a8ec1500a-6371')\">\r\n                                                            <img decoding=\"async\" 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