Bayer: Eller Eller

Bepanthol, the moisturising cream brand, focused on increased dryness during the pandemic to increase its turnover market share in Turkey.

Campaign details

Brand: BayerLead Agency: ContentineRegion: EMEA

Strategy

Objective

Bepanthol, whose current communication is not compatible with new consumer insights with the pandemic, started to share the leadership with its rival by decreasing from 30% to 17% (March-October) in TOMA, and from 28% to 20% (August-October) in turnover market share. We had to ensure that Bepanthol increased its TOMA and turnover market share by focusing on increased dryness during the pandemic.

Target Audience

While our main target audience is 25-44 ABC1C2; In order to respond to changing consumer insights and profiles, we expanded the target...

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