Challenge
Nexium 24HR tasked us with developing a new Science Story™ and Ad to Education Sequence™ to unlock growth and capture market share from competing products.

Science Story™
We discovered that many frequent heartburn sufferers, who should be taking a PPI like Nexium, were instead using antacids and H2s like Pepcid. These products are only intended for occasional heartburn, leaving many consumers dissatisfied.

The question was — How do we guide the consumers to the correct treatment?

After analyzing the OTC monograph and labeling for antacids, H2s, and PPIs, we developed a BOLD new claim that received brand, medical, legal, and regulatory approval: Antacids and H2s can’t treat frequent heartburn.

Activation
We activated the Science Story™ and the new claim through our Amazon strategy, the Ad to Education Sequence™. This approach pairs an awareness video ad with an educational video on the product page.

Results

Our strategy led to significant gains compared to the creative from the previous period:

• +133% ROAS: We achieved more than double the return on ad spend.

• +60% Conversion Rate: Sales conversions were 60% higher.

• +42% New-to-Brand Sales: We helped more frequent heartburn sufferers find the right treatment.