Client Background

Nizoral is a leading anti-dandruff shampoo brand trusted globally for its dermatologist-recommended ketoconazole formula. While well-established in the U.S., the brand sought to expand market share and visibility in the UK, where it faced strong competition from OTC and premium haircare products.

Objectives

1. Boost brand awareness across digital touchpoints in the UK.

2. Drive measurable uplift in both in-store and online sales through major retailers like Boots, Superdrug, and Amazon.

Targeting Strategy

To ensure message relevance and scale, we deployed a multi-layered targeting approach:

• Geolocation: United Kingdom-wide, with higher impression density in major metropolitan areas (London, Manchester, Birmingham, Glasgow).

• Audience Segments:

  • Beauty & Personal Care Enthusiasts

  • Health-Conscious Shoppers

  • Dandruff & Scalp Treatment Seekers

  • Amazon & Boots Online Shoppers (via third-party audience segments)

• Device Types:

  • Mobile-first strategy (65% budget), followed by desktop and tablet to drive cross-device exposure

Campaign Setup

• Platform: Google Display & Video 360 (DV360)

• Ad Formats:

  • High-impact display banners (300x600, 970x250)

  • Native ad placements for editorial environments

  • YouTube pre-roll and bumper ads for video storytelling

• Creatives:

  • Static and animated banners featuring “Clinically Proven” messaging

  • Video creatives emphasizing fast results and dermatologist trust

  • Retail CTAs (“Shop Now on Boots” / “Available at Superdrug”) customized per placement

• Placements:

  • Health & beauty publications

  • Contextual inventory focused on haircare & wellness

  • Premium YouTube channels and curated video bundles