CHALLENGE
Hartmann commissioned our agency to provide communication support for the market launch of a new product range, DermaPlast Active, designed for treating minor sports injuries. Our primary target group consisted of male recreational athletes aged 30–40. The main focus was not on driving online sales, but on increasing awareness of the product range and educating consumers about the four-step RICE method (rest, ice, compression, elevation).
SOLUTION
We developed a complex, integrated campaign in which influencer collaborations played a key role. We selected influencers who could authentically connect with the product range. Sports influencer Balázs Tőrös, known for his NBA-related content, presented in a video how injuries can influence the course of a sports career; competitive cyclist Antal Sturcz brought the products closer to the cycling community through Instagram, while comedian Péter Elek connected the topic to everyday situations through light-hearted, humorous content.
The campaign was complemented by display advertising, Google Ads, Facebook and Instagram ads, as well as PR and native articles on platforms such as Házipatika, Éva Magazine, and Runner’s World. The product’s pharmacy presence was supported by brand-aligned posters, leaflets, and display materials. One of the campaign’s key offline elements was Hartmann’s on-site presence at the 37th Spar Budapest Marathon.
RESULTS
Through Facebook and Instagram advertising, we reached more than 1.1 million users, while the campaign videos were viewed 71,219 times. YouTube videos, Instagram Reels, TikTok content, and Facebook posts created by the influencers also generated strong reach and active engagement. The Runner’s World YouTube video alone received more than 22,000 views. Feedback confirmed that the selected influencers connected with the products in an authentic and entertaining way, contributing significantly to increased brand awareness.