Introduction
The Brand
Omegor is a leading brand in the Omega-3 supplement market, known for the quality and effectiveness of its products. Thanks to advanced formulations and rigorous production-process control, Omegor stands out for delivering effective nutritional solutions that support everyday health. The brand’s mission is to improve people’s well-being, with a particular focus on nutritional balance, cardiovascular health and brain function.
The partnership with Kiliagon began in November 2023 with DSP management and then expanded in early 2024 to include Sponsored Ads management across the five main European marketplaces and the US marketplace.
The Challenge
The main goal of the campaign was to increase ad recall and brand awareness for Omegor, two key KPIs for growing brand visibility and consideration. To measure the effectiveness of the activities, a third-party Brand Lift study provided by Lucid was adopted.
To achieve these goals, video ad formats were activated across high-engagement channels: Connected TV (CTV) through Amazon DSP and Online Video (OLV). Targeting focused on audiences aligned with the brand, without rigid socio-demographic limits, in order to maximize campaign reach and impact.
Activities
The campaign’s key activities included:
- CTV on Amazon Prime Video. High-quality video formats within the Prime Video platform, ideal for capturing the attention of users immersed in a TV-like experience. The goal was to create lasting visual impact and improve message memorability.
- Online Video (OLV). Distribution of video ads across broad digital channels designed to intercept audiences while they consume online content. This activity made it possible to reach diverse users across desktop, tablet and mobile devices.
- Survey measurement with a control group. To verify campaign effectiveness, a Brand Lift study was run through surveys using a control group. Specific questions were used to detect lifts in brand awareness, ad recall and purchase intent versus a non-exposed group.
Campaign duration: October 1 to November 15, 2024.
Results
Overall KPI performance
- Purchase Intent delivered the strongest uplift, increasing by +12%, highlighting a clear user predisposition to buy the product. In households with children, uplifts reached up to +14%.
- Ad Recall improved by 15%, underscoring the synergy between effective creative and high-impact formats such as CTV.
Demographics and media performance
- Individuals aged 35-44 achieved the strongest Ad Recall performance, with an +88% increase and a corresponding +15% uplift in purchase intent.
- Looking at households, the data showed a +16.8% increase in Brand Favourability and +11.4% in Ad Recall. This suggests the brand resonates particularly well with mid-to-high-income segments.
Performance by gender
- By gender, there were no major differences between men and women in Brand Consideration uplift. However, the exposed male segment showed a +40% increase in Ad Recall and +15% in Purchase Intent versus the control group.
Performance by age
- The 25-34 and 35-44 age groups achieved significant gains across most KPIs, confirming them as ideal targets for future campaigns. The lift in brand awareness and purchase intent in these groups points to strong interest and purchase propensity among young and adult users.
Conclusion and Next Steps
Performance analysis highlighted key segments, such as users aged 35-44 and mobile devices, on which future campaigns should focus to maximize impact. The collaboration with Kiliagon strengthened Omegor’s market position, preparing the brand for new targeted initiatives to expand visibility and build consumer loyalty, while also suggesting strategies that go beyond digital touchpoints.