Bayer · Elevit.
Pharmaceutical · Global Prenatal Supplement
Bayer's Elevit is the world's leading prenatal supplement brand, sold across Europe, APAC, and Latin America. We ran global paid media strategy across Meta and Google — coordinating geo-specific creative, compliance review across 12 regulatory jurisdictions, and full-funnel attribution for a brand with nine figures in annual revenue.
Geo
Multi-market · Europe + APAC
Source
Meta + Google
Period
Ongoing · 2022–2024
Tier
Pharmaceutical · Global
YoY growth by market
Best performer highlighted
The Setup
What we were working with.
The Problem
A brand the scale of Bayer requires creative that works across 12 markets simultaneously — different languages, different regulatory claims per country, different media consumption habits. Generic agencies run one creative globally and wonder why performance varies 6×.
The Audience
Women 25–40 in pre-conception, first trimester, and nursing stages. Geo-targeted by market maturity (awareness vs. retargeting). HCP (healthcare professional) audience segment in select markets for B2B channel.
Our Solution
Market-specific creative matrix: core brand asset adapted with localised copy per regulatory environment. Meta for awareness and retargeting; Google for high-intent search capture. HCP targeting via LinkedIn for professional recommendation channel.
The Mechanics
What drove the numbers.
What We Learned
The takeaways that repeat.
Localised creative outperformed global master by 3.4×
A French market creative with a French-speaking mother and translated voiceover outperformed the English global master by 3.4× on video completion rate. Language match signals relevance; relevance drives completion; completion trains the algorithm.
Regulatory compliance per market is not optional at Bayer scale
Health supplement claims are regulated differently in Germany, Australia, Singapore, and France. Every creative was reviewed against local regulatory requirements before activation. A single non-compliant claim in one market could freeze the entire global account.
HCP targeting via LinkedIn opened the professional recommendation channel
OBGYNs and midwives who see Elevit content on LinkedIn recommend it to patients — an offline conversion that paid media doesn't directly attribute but measurably drives. Market share data confirmed the B2B awareness lift in markets where HCP targeting was active.
+30% sales YoY in a mature category is exceptional
Prenatal supplement markets are not growing — they're fighting over a fixed cohort. Driving +30% YoY in a category this mature means the brand captured share from competitors. Paid media was the primary lever.
