To start communicating with the target group and position Apohem within children and babies, we produced an informative guiding article that described which products are good to have in the small pharmacy and in which situations the products help. With the article, Apohem could create trust by reaching out with content that was also relevant and useful knowledge for the target group. To reach out widely and increase the reach of the message, the article was also pushed through meta-ads.

Trust by answering the questions of the target group

Since we identified "Lilla apoteket" as an area that interests pregnant women, the article was also linked to specific keywords. These gave Apohem additional visibility to the target audience, allowing them to continue building trust by meeting the target audience with content that answered their searches.

Conversion with digital checklist & discount code

To drive the target group towards purchase, a digital checklist was created where the recommended products were collected. The products in the checklist were linked directly to Apohem's e-commerce to make it easy for users to click home. To increase the incentive to make a purchase, the checklist was combined with a discount code and offer from Apohem.