Challenge
Lotrimin Athlete’s Foot Cream faced a significant issue: 95% of consumers were discontinuing use too early. This premature stopping resulted in the recurrence of fungal infections, leading to negative reviews and low consumer satisfaction.
Science Story™
Research showed that effective treatment of athlete’s foot depends on following the full course of medication. Most consumers misunderstood the importance of treatment compliance, stopping once symptoms subsided rather than finishing the regimen. This insight informed a new approach focused on clear, accessible education to change user behavior.
Activation
The new positioning and educational message were integrated into eCommerce ads and educational videos on Lotrimin’s product page. The creative clearly explained why following treatment instructions all the way through was essential, making compliance easier to understand for every consumer.
Results
The educational campaign led to a profound impact, eliminating confusion around product usage and raising awareness about Lotrimin’s innovation. In two months, this strategy helped grow page visits by 38% and sales by 29%.
“Let There Be displayed a deep understanding of scientific and regulatory principles. The videos they created have had a profound impact on raising awareness on a new product innovation as well as eliminating confusion that consumers had surrounding product usage.”