How Multicentrum Pre Mamma truly engaged hyper-niche audiences with Adlook
The Client
Haleon is a global leader in consumer healthcare, present in over 170 countries. With a portfolio of trusted brands including Voltaren, Multicentrum, and Sensodyne, Haleon is guided by the mission: “For health. With humanity”. The company combines cutting-edge science with deep consumer understanding to deliver everyday health solutions that empower people to take better care of their health.
Our long-standing multi-market partnership with Haleon has allowed Adlook to develop an expert-level understanding of their business needs, ensuring that our AI-powered solutions are perfectly tuned to the specific requirements of their diverse brand portfolio. This deep synergy ensures that Adlook is not just a vendor, but a dedicated partner in Haleon’s global growth.
The Challenge
Haleon faced the strategic hurdle of identifying and engaging a hyper-niche audience: women in Italy actively seeking pregnancy and researching fertility information online. In highly restricted verticals like Over-the-Counter (OTC) healthcare, traditional behavioral targeting presents a significant obstacle, as brands cannot ethically or legally target users based on such sensitive personal data. Furthermore, in a digital landscape where standard 3rd-party data segments can often be up to 82% off-target, Haleon needed to cut through the noise without relying on PII (Personally Identifiable Information) or past browsing behaviors. The core objective was to move beyond broad awareness and drive high-value engagement and qualitative traffic to the product page by appearing in a highly resonant, matching context that would boost product consideration.
The Strategy
Adlook deployed a strategy built on our mission to support brands with effective media buying that swaps digital noise for real outcomes. By understanding the specific ways media impacts the consumer journey, we recommended an Engagement Display package designed to drive qualitative traffic directly to the product page.
The strategy utilized two solutions to maximize efficiency:
- Smart Audiences: We leveraged our AI-powered audience tech to identify the exact user profiles desired by the client. Unlike standard 3rd-party segments, Smart Audiences use human-like content understanding to capture interests and intents exactly when they happen, reaching category intenders with high consideration potential.
- Insight-driven ad creatives: We involved our in-house Creative Lab during the initial briefing stage to bring technical and aesthetic expertise to the table. By combining AI tools with winning creative talent, we developed formats that predict attention and maximize brand exposure, ensuring the Multicentrum message resonated with the audience.
- Finally, we integrated a Brand Lift Study into the campaign flight to measure the mid-funnel impact on Aided Consideration, ensuring the campaign was constantly optimized toward final outcomes.
The results
The campaign proved that Adlook’s AI-powered, self-driving platform can turn digital complexity into clarity, delivering exceptional results for even the most specific niche targets.
- Exceptional message resonance: The campaign achieved a CTR of 0.96%, which more than doubled our 0.45% benchmark (+114% vs goal). This indicates that Adlook’s Deep Learning engine effectively placed ads within environments that were highly relevant to the users’ current needs.
- Strengthened consumer intent: The Brand Lift Study confirmed a +8% relative lift in Aided Consideration among exposed users. Additionally, the amount of “No” responses dropped by -1.7 percentage points, illustrating a shift from general awareness to real product interest.
- Scale and visibility: The campaign reached 2.3 million users with a 78% Viewability rate while ensuring the brand was seen by real people in brand-safe environments.
Through the Client’s Eyes
Adlook proved to be a crucial strategic partner, helping us overcome a significant limitation in effectively reaching a highly delicate and complex audience. Thanks to their ability to activate high‑quality contexts that were perfectly aligned with our target, we were able to create a truly meaningful connection between the brand and the consumer. In the Multicentrum Premamma project, they didn’t just provide reach – they generated real value, enabling meaningful engagement at a pivotal moment in the consumer’s health journey.”
Looking ahead
As a trusted partner across multiple markets supporting brands like Voltaren, Multicentrum and more, Adlook is uniquely positioned to scale these successes globally. This campaign establishes a blueprint for Haleon to maintain strategic consistency across markets, leveraging Adlook’s Deep Learning engine to continuously improve future media effectiveness and drive long-term business growth.
Through Adlook’s Eyes
This milestone reflects the strength of our multi-national partnership with Haleon. We are proud to act as true experts in their corner, using our Smart Audience technology to solve their most complex targeting challenges. Winning this niche challenge demonstrates that we are more than a platform – we are a partner in Haleon’s global success, turning digital complexity into clear outcomes.”
