The Challenge
Genexa, the world’s first and only clean medicine brand, sought to increase word of mouth about its new line of products and simultaneously carve out a larger market share amidst its more traditional medicinal competitors.
People First partnered with Genexa to create a platform for trusted messengers in the healthcare industry and from the family sphere to share personal stories about their belief in the value of Genexa’s clean medicine line of products.
Our Response
- People First’s analysis of millions of online conversation points found that many people are already wary of over the counter medicinal additives, many of which are key allergens, and as a result, are already eager and searching for clean alternatives.
- People First provided family, friends, and other trusted messengers – from healthcare workers to parents with young children – with a platform to share their own distrust of traditional over the counter medicines, their desire to provide safe options for their children, and their enthusiasm for a clean alternative as a means of encouraging others to make the switch to Genexa’s products.
- The top performing posts were also used for programmatic ads that targeted not only look-alike consumers, but also executives and employees at large pharmacies and retailers to drive awareness and wholesale business.
Results
- People First collaborated with Genexa to facilitate and amplify more than 400 personal narratives.
- Genexa was able to raise $55 million dollars to grow the clean medicine movement.
- This collaboration drove a 14% increase in purchase intent among consumers who engaged with campaign.
400+
pieces of content
476,877
total engagements
5.68%
engagement rate
10,002,701
reach