Results & Impact
• Strategic KPI shifts aligned with campaign maturity • High engagement ratesduring Phase 2, including time-on-page and user interaction • Conversionperformance in Phase 3 exceeded expectations for download rates and deepcontent views • Efficient progression from awareness through to action withmeasurable results
Client
Global Pharmaceutical Company
Objective
To activate a phased, KPI-aligned digital media campaign supporting an atopicdermatitis brand launch in the UK, specifically targeting secondary care HCPs.
Phased Strategy
Using Activation Factori, Digital Peloton executed a three-phase programmaticcampaign, each optimized for specific objectives and success metrics:
Phase 1 – Awareness & Reach
• Focused on maximising reach, viewability, and frequency across verified HCPs• Delivered brand and disease awareness messaging at launch
Phase 2 – Engagement & Education
• Activated upon release of educational materials and clinical resources •Optimized toward engagement signals such as mouseovers and average viewabilitytime
Phase 3 – Conversion & Action
• Aimed at driving deeper content interaction and asset downloads • Key metricsincluded % content consumed, CTR, and 75%+ view depth
Conclusion
This campaign showcased the effectiveness of a responsive, phased mediastrategy tailored to the brand’s lifecycle. By aligning creative, targeting,and KPIs to each campaign stage, Digital Peloton maximized audience engagementand guided HCPs along the awareness-to-action journey.
Factori Products
Activation; Performance
