Sanofi was investing in digital media, but sales were not keeping pace.
Traceability, effective segmentation and a direct link between campaigns and business results were all missing.
For Gelicart, Enterogermina and Aderogyl in Mexico, campaigns chased reach alone, running repetitive structures with no regard for funnel stage or conversion.
Sanofi grew sales while cutting media spend almost in half. More advertising investment does not always mean more commercial result.
The first decision was to move to a full-funnel marketing model.
A model that optimises investment and ties media directly to sales.
We understood the challenge asked for a strategic transformation, not just a technical one: measure better in order to act with real impact.
Custom UTMs from Amazon and the first conversion tag installed on an omnichannel client, to read user behaviour properly.
Power BI dashboards enabling real-time visibility and decisions.
A move to a model segmented by consideration, conversion and sale.
A content model to activate performance campaigns adapted from the branding base campaigns.
Constant experimentation and exploration of channels such as Farmacias del Ahorro to maximise efficiency and sharpen audiences.
Every action was designed on data, and every learning became the next step.
Working with key people such as Mariana Trejo, Ecommerce Head, Sanofi left disconnected media behind and focused squarely on efficiency.
Add-to-cart analysis revealed growth potential of up to 508% for Gelicart, 170% for Enterogermina and 54% for Aderogyl.
Tell us the target. We tell you which play moves it, and when.
