Biofreeze
Biofreeze stood out from the pack with cut through media and creative.
Targeting key moments of pain with tailored creative. Biofreeze was relevant to their active target audience, before, during and after exercise, showing the relationship with workout pain at each point in time- highlighting the need for Biofreeze.
Campaign Results
To date, the refreshed creative approach and audience has been very successful for the Biofreeze brand. The audience (Everyday Maximizers) consistently outperform category buyers both with regards to engagement and efficiencies. Of Everyday Maximizers who purchased Biofreeze, 82% were new to the brand highlighting the effectiveness of the audience in bringing in new users.
This overall effectiveness has had a direct impact on Biofreeze’s business. In the midst of a global pandemic, Biofreeze is having the best retail year in their history. All this cross-channel success culminated in Biofreeze moving from #3 to #2 in the category (2020 YTD / L52W – ending 9/6/2020) Biofreeze continues to grow relative to a competitive set which outspends Biofreeze nearly 10:1.