BYYD Cases: Kagocel

In today's issue we will analyze the case of our regular client from the “Pharma” section, which is a demonstration of the optimal operation of advertising channels.


The task of the advertising campaign was to inform the target audience about the anti-cold remedy “Kagocel”.
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Rich Media was used as a tool with targeting by interests: health, vacation, travel, vitamin supplements, etc. The campaign was carried out with GEO in the Russian Federation.

RK was as follows. A set of Rich Media leading to the target site has been developed. On it, in turn, users could get acquainted with the drug closer and get the maximum of the information of interest. After the first half of the campaign, a second set of Rich Media was developed to replace the already familiar first one.



Analytics of mobile devices through which users viewed advertising messages revealed the following indicators:

Most users (85%) received advertising messages via smartphones. The rest used tablets (15%). The OS of the devices is Android (88.5%) and Apple (11.5%). If we talk about the manufacturers of mobile devices, then on top of the rating are Sony (25%) and Asus (12%). This is followed by brands such as Lenovo, Apple and Samsung - by 11%, 9% and 7%, respectively. Other brands accounted for 36%.

During the campaign, traffic sources were constantly optimized. In the course of the Republic of Kazakhstan, the inefficient placement sites were turned off - the main budget of the campaign was distributed to sources with the most effective indicators .


Such a thorough optimization has reduced the cost of purchasing inventory. As a result, by the end of the Republic of Kazakhstan, there was a significant increase in the planned volume of shows.

I would like to especially note that to date, BYYD is already conducting the fourth campaign for this client, in three of which the initial focus was on Rich Media. The selection of placement channels at each of the stages of Kazakhstan ensured good performance and high-quality traffic.



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