The Challenge
Colace experienced a plateau in sales, largely due to the media plan rate structure set by their previous Agency of Record. The existing strategy was unable to sustain the optimal levels of media investment required to generate a strong return on ad spend (ROAS). Without the right balance of ad placement and budget allocation, Colace struggled to maintain brand visibility and consumer engagement, resulting in stagnant sales performance. The challenge was to create a more effective media plan that could drive a higher ROAS while supporting consistent growth in a competitive healthcare market.
The Solution
To address the sales plateau, we overhauled Colace’s media strategy by implementing tighter dayparts and longer-length creatives, allowing us to better educate consumers about the product’s benefits. By focusing on more precise channel targets, we ensured that the messaging reached the right audience at the most effective times. This targeted approach helped build stronger consumer awareness and engagement, driving higher conversion rates.
Leveraging our 35 years of network relationships and a real-time media buying process, we were able to secure more advantageous placements and significantly reduce CPMs. These improvements allowed Colace to maximize the efficiency of their media spend, ultimately boosting return on ad spend (ROAS). This streamlined and data-driven strategy not only revitalized Colace’s sales performance but also established a stronger foundation for sustained media success moving forward.
The Results
