Established in Germany more than 125 years ago, Stada Arzneimittel AG is a leading international operating manufacturer with focus on a three-pillar strategy consisting of generics, specialty pharmaceuticals and non-prescription consumer healthcare products.
increase in ad recall with Reels ads, compared to business-as-usual ads
increase in brand awareness with Reels ads, compared to business-as-usual ads
Stada Consumer Health Deutschland wanted to raise awareness of Daosin as a simple solution to post-meal problems and increase awareness for food allergies—in particular, histamine intolerance.
Reaching out with Reels ads
Having built up its Daosin brand over the previous year with ads in Instagram and Facebook feed, Stories and in-stream video ads, Stada Consumer Health Deutschland decided to reach out to more people in Germany with attention-grabbing Reels ads on Instagram.
Reels ads are full screen and vertical, similar to ads in Stories, and appear in between individual Reels. As with regular Reels content, these ads loop and can be up to 30 seconds long. People can comment, like, view, save and share Reels ads.
Stada Consumer Health Deutschland worked with creative agency Shuttlerock and its media agency, OMD Düsseldorf GmbH, to develop thumb-stopping Reels ads to drive awareness for Daosin among women aged 25 and over in Germany who had an interest in health, nutrition and diet.
The results were measured using a multi-cell brand lift study, with one cell focusing on ads in feed and Stories, the other on Reels ads. The campaign ran from March 15–April 24, 2022, and achieved:
- 6-point increase in ad recall for Reels ads, compared to business-as-usual ads
- 3.5-point increase in brand awareness for Reels ads, compared to business-as -usual ads
- 2.3 million people reached
- 100,000 video Thruplays for Reels ads