Biofreeze: Pain is Coming

Ben Nilsen

Topical analgesic brand Biofreeze used a data-driven digital and TV strategy to target Everyday Maximisers during exercise and grow usage and sales in North America.

Campaign details

Brand: BiofreezeBrand owner: BiofreezeAgency: Droga5Market: North AmericaIndustries: Mobile & apps, Online display, Online video, Search marketing, Social media, Sponsorship - sports, Television, Websites & micrositesMedia channels: Non-prescription, OTC productsBudget: 5 - 10 million

Executive summary

In a category of established brands with larger budgets and greater familiarity, Biofreeze needed to evolve its approach to break through the competitive set and ensure growth.

The use of data in application to creative and media were key in Biofreeze's success. Two principle data integrations will be focused on...

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