Driving Awareness and Sales Across UK Retail Channels With Google DV360

Client Overview

Nizoral is a leading anti-dandruff shampoo brand recognized globally for its dermatologist-recommended ketoconazole formula. While the product held strong positioning in the US market, the brand aimed to grow its share and visibility in the UK. Competition from both OTC pharmacy brands and premium haircare lines required a targeted digital approach to stand out among health-conscious shoppers.

Campaign Objective

The campaign set out to increase brand awareness across digital touchpoints throughout the UK. Nizoral needed to move from being a pharmacy-counter product to a recognized name in the broader personal care conversation, reaching consumers at the moment they were actively researching scalp and haircare solutions.

Beyond awareness, the campaign targeted a measurable uplift in both in-store and online sales through major UK retailers. Boots, Superdrug, and Amazon served as the primary conversion channels, with retail-specific creative directing shoppers to purchase points on each platform.

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Audience & Targeting

The targeting framework combined interest-based and behavioral segments. Beauty and personal care enthusiasts formed the broadest layer, narrowed by health-conscious shopper signals and active scalp treatment seekers. A retail-specific segment captured consumers already browsing Amazon and Boots online, reaching them through third-party audience data synced into DV360.

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Platform & Channels

Media ran across health and beauty publications where editorial context aligned with Nizoral's product positioning. Contextual inventory targeting restricted delivery to pages covering haircare, scalp health, and personal wellness topics. Premium YouTube channels and curated video bundles completed the placement mix, placing Nizoral's video assets alongside trusted content creators in the beauty and health space.

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Creative and Formats

Static and animated banners led with "Clinically Proven" messaging, anchoring the brand's medical credibility in every impression. Video creatives focused on speed of results and dermatologist endorsement, two attributes that differentiated Nizoral from lifestyle-positioned competitors. Retail calls to action were customized per placement, directing users to "Shop Now on Boots" or "Available at Superdrug" depending on the inventory source.

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Geo-Focus

The campaign covered the entire United Kingdom, with impression density weighted toward major metropolitan areas. London, Manchester, Birmingham, and Glasgow received the highest volume of ad delivery based on population concentration and retailer proximity data.