BACKGROUND/GOAL
TheraTears, a challenger brand in the highly competitive dry eye category, was determined to break into the top three players in the market.
The brand’s unique advantage lies in its 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 increase sales, grow share, and elevate the brand’s visibility among new and existing audiences.
The brand faced two hurdles.
First, the category was dominated by established competitors with strong brand recognition and significant budgets.
Second, most diagnosed sufferers were older (65+), leaving an untapped opportunity among younger, non-diagnosed consumers experiencing symptoms but not yet seeking treatment.
TheraTears needed a strategy to expand its audience base, drive immediate sales, and build a sustainable presence online and in retail.
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.
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.
STRATEGIC MEDIA APPROACH
To unlock growth, we developed a custom, data-driven media plan anchored by USIM’s proprietary EDGE planning tool, enabling us to design segmented strategies and tailored communications for different customer groups. Key elements of the approach included:
• Audience Segmentation and Targeting: We developed distinct channel audience segments to reach both non-diagnosed sufferers (a younger audience) and diagnosed but untreated patients.
• Channel Insights: By mapping audience media consumption, we identified which channels were most effective for trial and awareness, ensuring precision in our investments.
• Dynamic Creative Messaging: Creative was adapted to highlight the product most relevant to each customer segment, ensuring messaging felt personal and solution-oriented.
• Data-Driven Optimization: We captured contact data for retargeting, reducing wasted impressions and optimizing repurchase opportunities.
• Redefining the Customer Journey: A new KPI framework was introduced, aligned with customer segments and transaction behaviors across both online and offline touchpoints.
• Omnichannel Execution: 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.
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.
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.
RESULTS ACHIEVED
The campaign delivered strong results, far exceeding category growth benchmarks:
• 15% revenue growth over a 52-weeks, compared to just +4.5% for the category overall.
• 38% of revenue growth attributed directly to media investment, effectively doubling media ROI.
• 33% growth in Amazon sales, with the brand rising from #3 to #1 in the category, while also reducing cost-per-unit sold by 25%.
• 248% increase in social media engagements, while lowering cost-per-conversion by 20%.
