TerryWhite Chemmart 'Dedicated to Care'
Working in collaboration with appointed creative agency partner, VMLY&R, and our client TerryWhite Chemmart, Media Merchants developed a total TV media strategy to launch the “Dedicated to Care” campaign nationally in early 2023. The campaign creative by VMLY&R spoke heavily to TerryWhite Chemmart’s long standing brand heritage in Australia, and commitment to care that extends beyond a commercial transaction. Tasked with media strategy, our objective was to maximise investment to deliver high audience reach whilst sustaining a balance of frequency to effectively convey the brand storytelling across multiple creative executions speaking to key service pillars of care which included, vaccinations, private health care clinics and newly created myTWC health app.
The campaign media strategy utilised a national total television buy, across linear free to air and broadcast video on demand. The buy was optimised toward core demographics that included existing TerryWhite Chemmart segments and emerging growth segmentations. Using insights and data to map high viewing moments across linear television and supporting this with BVOD to capture the growing ‘on demand’ audience preferences, the campaign over-delivered on planned audience by +52% across the initial three week launch period.