Campaign Objective
To communicate ReTrieve’s new indication in a clear, accessible, and engaging way for consumers, while maintaining trust and authority for its established audience.
Campaign Approach
The campaign was designed to inform and inspire confidence. While ReTrieve’s heritage conveys trust and efficacy, the new messaging emphasised expanded benefits, making it relatable for users who might be experiencing the signs of photoaged skin. The tone was educational yet approachable, ensuring consumers understood the medicines benefits without the use of medical jargon.
At the same time, while the campaign aimed to raise brand awareness and appeal aesthetically to consumers, it was crucial that ReTrieve did not mislead consumers by coming across as a ‘beauty’ product. The messaging and visuals carefully balanced approachability and aspiration with medical credibility, reinforcing its role as a prescription-only dermatological treatment.
Delivering a multi-channel campaign
- Social assets: Engaging visual posts and stories tailored for Instagram and Facebook, designed to simplify complex medical information and connect with a skincare-aware audience.
- Digital assets: Banner ads to support online engagement and education.
- Online Video: A 15-second ad spot demonstrating ReTrieve’s benefits for its updated indication, balancing authority with approachable messaging.
- Website development: Clear, consumer-friendly content that explains the updated use, reinforces ReTrieve’s heritage as a trusted treatment, and directs patients to speak with their healthcare professional.
