Outstanding Integrated Ad Campaign

Bayer partnered with InMarket to promote its multi-retailer campaign, "Health for All" focused on bringing its product portfolio to the forefront of shoppers minds. InMarket's Audiences, Preceptivity, and Moments solutions helped build awareness, consideration, and ultimately, purchase of Bayer's products.

Consumers' shift to value alongside increased saturation in the over-the-counter (OTC) marketplace posed challenges for brands looking to encourage product trial and drive customer loyalty. However, there was also a plethora of opportunities as shoppers sought proactive solutions to building immunity and quick fixes to cold and flu season as winter reached its peak.

Partnering with InMarket, Bayer created a highly engaging campaign for its product portfolio that leaned into value and trust with its distinguished branding to break through the saturated marketplace at select retailers. Highlighting alluring coupons with a "Save Now" call-to-action, ranging from $4-$10 based on product bundle, alongside vibrant product imagery, Bayer ensured its trusted product portfolio was top of mind. The campaign achieved remarkable click-through rates as high as 4.36% (over 6x the industry benchmark*), an impressive $903k+ increase in incremental sales, 1.6% incremental lift, and $3.76 ROAS per customer (assessed by a third-party Pathformance Sales Lift Study).

Bayer’s campaign showcases the power of implementing top- and bottom-of-the-funnel strategies to drive ROAS, engaging consumers throughout their journeys to increase awareness, consideration, and purchase. As a result of this success, InMarket and Bayer were awarded a 2024 Digiday Technology Award.

*Wordstream Benchmark for Mobile Media

Contributors:

CEO at InMarket:	Todd Morris
Chief Strategy Officer at InMarket:	Michael Della Penna
Senior Sales Director at InMarket:	Rita Deas
Creative Manager at InMarket:	Tamoor Chaudhry
Graphic Designer at InMarket:	Ben Klenz
Senior Manager Omni Brand Marketing at Bayer:	Jessica Grasso
Senior Shopper Marketing Manager at Bayer:	Elizabeth Petrangelo
Shopper Marketing Manager at Bayer:	Ashley Procopio
Senior Manager Consumer Promotions at Bayer:	Jean Rauch
Omnichannel Analytics Manager, at Bayer:	Ankit Bansel

INMARKET

Location: USA