Genexa, Medicine that Gives an F

#WGAF

For Genexa’s We Give an F campaign, we defined what it means to “Give an F” when it comes to medicine. Giving an F means actually caring about what goes into medicine. By making it free of dyes, free of sweeteners, free of fillers, and free of all the crap. Wow, that's a lot of Fs

The campaign ran on CTV, Amazon, YouTube, Meta, and digital banners. And the Give an F messaging was integrated into celebrity investor posts and a TikTok influencer program.

The TVC ranked in the 94th percentile for the category, with the message and product being singled out as the best aspects of the Ad. 74% of viewers recalled Genexa after a single viewing of the Ad. Google insights indicated that traffic and interest doubled during the campaign and YouTube engagement was 8% points above benchmark.

Following the campaign, consumers viewed Genexa as Revolutionary, Forward-thinking, Natural, Different, Clean, Innovative, and Rebellious, with two-thirds indicating the ad makes them interested in purchasing the product. Additionally, 92% of viewers of Genexa’s digital ad indicated exposure to the ad made them feel much/somewhat more interested in purchasing the brand

Share grew 250% immediately following the campaign launch. And the brand became the #1 selling kid’s pain and fever medicine on Amazon.

Influencers: