Linex Probiotics Digital Activation
Linex Probiotic is a non-prescription probiotic supplement containing useful bacteria that support the balance and function of useful intestinal bacteria. Linex has been specifically designed to help address a few of the most common gut issues: diarrhea, constipation, bloating, and stomach pain.
It is available for Kids in the UAE and KSA as Linex Baby, while in Egypt as Linex sachets. For adults, it is known in the UAE and KSA as Linex Forte, while in Egypt as Linex Adult.
Challenge
Each country has its particular challenge, for example in the UAE, the probiotics market is well-established and mature yet highly competitive. While in Egypt it’s still immature with a few players but people need a lot of awareness to get educated about probioitics benefits.
Solution
- In the UAE, we built a digital strategy where we could creatively capture audience attention and differentiate our communication via a sense of humor. Showing different situations where gut problems might cause embarrassing situations, that’s why Linex is here.
- In Egypt, we focused on educating people about the importance of bacterial balance in the gut. We also capitalized on using the colon as an irritable character in different situations and needs to calm down with Linex.
- We spread the messages across diverse platforms, such as social media (Instagram, Facebook, YouTube, TikTok), Google Display Network, articles in popular health portals in the Middle East (like Altibbi), and advertorials in many other portals.
- We selected the relevant metrics and KPIs as per each country including video views, engagements, reach, and clicks.
- We had a tactical plan to move our target audience through the conversion funnel sequentially till conversions which we could utilize Instashop deep links where users can directly buy Linex from the nearest pharmacy.
Results
- Massive buying signals with a 66% increase in sales in some countries.
- Many people saw the ad and asked about Linex at pharmacies that was reported by many of them.
