Targeted mobile marketing for students in Switzerland

How Schwabe Pharma AG used aymo ReTarget to reach a highly relevant target audience without wastage, despite regulatory restrictions.

Background and Objectives

Schwabe Pharma AG, the Swiss subsidiary of the Dr Willmar Schwabe Group and a world-leading manufacturer of herbal medicines, faced a key challenge in the marketing of Vitango. Under the Medicines Advertising Regulations, it is prohibited in pharmaceutical marketing to interact directly with consumers or to collect customer data. The aim was therefore to position Vitango effectively and in a way tailored to the target group, without direct communication and without wastage of reach.

Implementation and Strategy

To ensure the campaign was precisely targeted, Schwabe Pharma AG relied on aymo ReTarget. Using location-based targeting, students at universities were specifically targeted. Through sustained, repeated exposure within the relevant environment, brand awareness of Vitango was built up whilst simultaneously strengthening the link to the medicine. The strategy enabled highly tailored ad delivery at the right time, in the right place and within a clearly defined target audience context.

Campaign data at a glance

  • Period: 20 March 2023–16 April 2023

  • Targeting: Universities

  • Ad impressions: 100,844

  • Click-through rate (CTR): 6.65%

  • Total clicks: 6,703

Results and customer feedback

The campaign achieved exceptionally high performance. With a CTR of 6.65 per cent, it surpassed all previous benchmarks and confirmed the high effectiveness of precise mobile targeting. The results clearly show that a data-driven, contextual approach can be successfully implemented even under strict regulatory conditions.

“We’ve never achieved such a high CTR of 6.65 per cent with any other advertising medium. This high figure confirms the effectiveness of my campaign and clearly shows that my advert was shown to the right target audience, at the right time, with the right message, in the right place.”

Luciana Ricci, Product Manager for Mental Health