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The result not only showed us what to change to make the campaign even more effective, but it also made discussions with the local team much easier. We had real data at hand to support our claim that the campaign could work in that market.
Background
Dr. Max first appeared in the Czech Republic in 2004. Since then, it has expanded not only across the country – where it now operates nearly 500 locations – but also internationally.
Today, Dr. Max is the second-largest pharmacy chain in the European Union and holds the number one position in the Czech market with over a 35% market share.
The company’s headquarters remain in its home market, from where it coordinates activities in other European countries.
Pain Point
Managing marketing campaigns across multiple markets can be a real challenge. Dr. Max needed to understand how its brand campaigns resonated in different parts of Europe.
- Could they rely on the same creative concept being equally effective in all countries?
- Would the messaging be clear enough?
- What adjustments were necessary in markets where the brand had a weaker presence?
To answer these questions, they turned to Behavio to test their next brand campaign.
Behavio's Insight
Testing revealed that simply translating the campaign into another language would not be effective.
The brand campaign performed exceptionally well in the Czech Republic—viewers had no trouble recognizing the brand, often identifying it just from the pharmacy setting. Similar results were observed in Slovakia.
However, in other markets where general awareness of Dr. Max was lower, differences became evident. Testing showed that the brand needed to be made more visible, ideally through its distinctive symbols – Dr. Max logo, the brand's distinctive green color, the environment of a pharmacy etc.
Additionally, the brand's recognition could be reinforced by mentioning it more frequently in the voiceover.
The good news was that the emotional appeal of the ad worked consistently across all markets. The data indicated that minor campaign adjustments would be enough, rather than having to create an entirely new campaign from scratch.
Outcome
Through testing, Dr. Max gained concrete data that helped its marketing team better understand market differences and optimize campaigns based on local specifics.
Based on these insights, Dr. Max immediately proceeded to test new creatives for the Romanian market, refining them further based on the results to maximize campaign effectiveness.
