PlatinumRx scaled 3X times in 2 months
through UGC & Celebrity Performance
A chronic-medicine app already spending on acquisition. Three months. One question: how much further could the same money go, and who had to be on screen when it did?
The audience.
The objective.
The constraint.
Vidrow joined PlatinumRx with one goal: reach more chronic medicine users and make PlatinumRx their go-to app for monthly medicines. The challenge was to turn its strong substitute-medicine proposition into awareness, app installs, and repeat monthly purchases.
The monthly refill
Diabetes, BP, thyroid and cardiac patients, people who buy the same medicine every month, for years.
Win them onto the app
Acquire that patient, move them onto the app, and become the default place they reorder.
CAC that holds
All of it while the spend scaled. Volume bought by paying more per customer is a bill, not growth.
Acquire one badly and you carry that cost through every refill that follows.
This is what
happened in between.
PlatinumRx was already spending when we arrived. What changed was how far the same money went, and who was on screen when it did.
Nobody searches for a substitute.
You have to earn the switch.
A chronic patient has taken the same brand for years, on a doctor's word. Changing that is a trust decision, not a price one. So we built two engines and pointed both at the same number.
One objection per ad
Hinglish and regional scripts, batched weekly, each shot in three hooks. Every hook had to earn its budget in a test campaign before it went near the scale campaigns.
Borrowed credibility
A known face, written into the same script formats and run through the same conversion campaigns as everything else.
No awareness budget. Both engines answered to the same CAC.
Every hook had to earn its budget.
One objection per ad
Every film answers a single reason not to switch.
Hinglish and regional
Written in the language the refill actually happens in.
Three hooks each
Every script shot three ways, batched weekly.
Test before scale
A hook reached the scale campaigns only after a test campaign paid for it.
Celebrity Performance Ads
for PlatinumRx.
Performance Ads
for PlatinumRx.
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