THE CHALLENGE
Translating Global Brand Equity into a New Market
The ‘Feel Real Good’ campaign was originally developed in Australia and centred on real people sharing real skin stories, a powerful platform grounded in authenticity.
However, in New Zealand:
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DermaVeen had lower brand recognition
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The campaign needed to feel locally relevant
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Messaging needed to remain compliant and consistent
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Existing global assets had to be respected and retained
The challenge was not to reinvent the campaign, but to refine it for a different audience without losing its essence.
THE STRATEGIC APPROACH
Balancing Consistency with Local Relevance
Spruik approached the project through strategic adaptation rather than reinvention.
Key considerations included:
1. Localising Authenticity
The campaign’s strength lay in its real stories. To preserve this, Kiwi talent was incorporated, ensuring the campaign felt authentic within the New Zealand context.
2. Strengthening Brand Recognition
Unlike in Australia, DermaVeen required a clearer brand presence in New Zealand.
This meant refining:
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visual hierarchy
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brand cues
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product visibility
3. Maintaining Creative Boundaries
The campaign needed to remain aligned with global creative guidelines to ensure consistency across markets.
4. Reinforcing the Product Story
The product’s unique ingredient, OATACTIV+, remained a key messaging pillar and was integrated clearly across touchpoints.
THE EXECUTION
Integrated Campaign Adaptation Across Channels
Spruik adapted and delivered the campaign across multiple formats, including:
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Out-of-home (OOH) advertising
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Point-of-sale (POS) materials
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Healthcare professional (HCP) communications
Each execution ensured:
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clear brand hierarchy
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consistent messaging
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alignment with existing video assets
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improved visibility of the product and its benefits
The result was a cohesive campaign ecosystem tailored to the New Zealand market.
THE RESULT
Clarity, Consistency, and Local Connection
The adapted campaign was successful:
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Improved brand recognition in New Zealand
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Maintained global consistency
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Strengthened message clarity
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Delivered a more locally resonant consumer experience
It demonstrated that effective healthcare marketing is not just about creating campaigns,
but about ensuring they translate meaningfully across markets.
KEY INSIGHT
Global Campaigns Rarely Scale Without Local Understanding
This project reinforced a critical truth:
The most effective campaigns aren’t simply rolled out – they are refined.
When global strategy meets local insight, brands don’t just appear in market-
they connect, resonate, and perform.
