Performics/VivaKi launched a paid search campaign for Essentiale Forte N to capitalize on increased search interest in environmental issues in Moscow. The campaign reached those anxious about the ecological situation, provided information on health risks from pollution, and recruited new customers. It drove impressive results with lower costs, high impression share, and most of the audience being new visitors.

1. The target audience for Essentiale was residents of Moscow anxious about the recent
ecological situation. Search interest in environmental issues increased by 7-15 times for
queries such as "What smells in Moscow", "The emission of hydrogen sulphide in
Moscow" and "Ecology in Moscow."
Consumer
Quick action and highly relevant messaging drove impressive results for Essentiale
Forte N:
• Cost-per-click (CPC) of the initiative was 27% lower than the main campaign’s
average
• Impression share was 79% across all 3 categories of associated-queries keyword
builds
• 82% of audience attracted were new visitors to the website
Performance
With a time-sensitive objective surrounding the environmental concern,
Performics/VivaKi quickly launched a paid search campaign with Essentiale in position 1
on the search engine results page (SERP) to capture the increase in search interest.
Performics/VivaKi created a paid search messaging strategy that incorporated Russia’s
required medical disclaimer- the remainder of the text ads captured search interest
across the following three objectives:
• Reach searchers anxious about the recent ecological situation in Moscow
• Communicate information about increased risk for the liver because of a poor
ecological state
• Recruit the new audience of Essentiale consumers and increase knowledge about
the product
In addition, Performics/VivaKi launched 3 categories of associated-query keyword
builds to ensure maximum coverage over: Environmental incidents, air pollution and
ecological state.
Plan
Quick Action and Relevant Messaging
Drive New Opportunity for Sanofi
Brand During Key Environmental Issue
Performics/VivaKi was tasked with building brand awareness and engagement for
Essentiale Forte N (one of Sanofi’s medical brands that promotes liver health)
surrounding the growing concern over a recent emission of hydrogen sulphide in
Moscow.
In a highly competitive space, Performics/VivaKi sought to link the environmental
concern with taking care of one’s liver using Essentiale, as toxic substances in the air
can be a threat to this organ.
Challenge
Impression share
was 79% for
campaign
82% of audience
attracted were new
visitors
CPCs were 27%
lower than main
campaign CPCs