DERMATOLOGICAL CASE STUDY

Eucerin's product benefits — are easy to explain but hard to make felt in a crowded feed. The brand needed placements that could stop the scroll on their own merit, then carry that attention through to the microsite or e-commerce page without losing it along the way.

The campaign followed consumers across their everyday mobile journey — news apps (Znews/ BáoMới), music apps (Zing MP3), and Zalo — rather than a single platform. Creative leaned on product-in-hand imagery with the benefit stated upfront, sustaining awareness across two formats: Mobile Fullscreen for high-impact takeover moments, and Zalo Ads.

Mobile Fullscreen significantly outperformed Zalo Ads on click-through — 2.5% CTR versus 0.3 - 1% — showing that full-attention takeover formats converted attention into action far more effectively than native in-feed placements for this audience.

Skincare, especially a medical-grade line like Obagi, sells on trust and personalization — something a standard feed ad can't deliver. The challenge was reaching a committed audience at scale (CPM, committed % reach) while still making each interaction feel like real skincare advice, not a mass broadcast.

The campaign ran on a CPM model with committed reach through Zalo, splitting budget 60% toward Beauty Set Targeting and 40% toward User Behavior Targeting. Rather than stopping at a product ad, Obagi's Zalo OA followed up directly with users by name — asking about their skin condition, recommending specific products (Clenziderm MD Pore Therapy Toner, 1% Retinol anti-aging cream), and inviting them into a deeper consultation, with "See All Products" and "Offer Set" as direct next steps.

The campaign reached 101% over KPI, with reach/pool size hitting 40% — meaning the committed audience wasn't just delivered against, it was engaged in genuine back-and-forth conversation at scale.