“I have myself for life” (“Mam siebie na całe życie”) is a 360-degree campaign conceptualized by Health Labs Care in collaboration with the Plej agency. The Adequate agency was responsible for the media plan and digital distribution.
The campaign was based on a consumer insight: 48% of women define beauty as feeling good in their own bodies, yet only one-third of Polish women report being able to live in harmony with themselves daily.
Health Labs Care sought to honor its clients by giving them a voice in the campaign, where they shared stories about living life on their own terms. The primary goal was to increase brand awareness while delivering a meaningful message that resonated with the target audience, fostering emotional connections.
The media plan and digital distribution played a pivotal role. By employing an optimized mix of formats on YouTube, leveraging beta features, creating dedicated YouTube Shorts, and optimizing ads through A/B testing results, the campaign achieved outstanding performance. The VTR (View-Through Rate) exceeded market benchmarks by 100%.
As a result of the Mam siebie na całe życie campaign, Health Labs Care saw a significant increase in brand awareness, confirmed by Search Lift Survey and Brand Lift Survey studies. Beyond enhancing brand image, the campaign positively impacted sales and reduced conversion costs.
YouTube Works Award in the Full Funnel Marketing Category on YouTube
Through authentic messaging and diverse representation in the video spots, the campaign reached 8.26 million YouTube users, generating 47.77 million views with a frequency of 5.8. This led to a 28% sales increase during the campaign and a 46% growth in the nine weeks following its conclusion, compared to the same period in the previous year. Additionally, the average monthly brand search volume rose by 49%.
The jury praised the deep understanding of YouTube as a communication channel and the effective utilization of its features, which resulted in significant growth at every stage of the marketing funnel.
