Polpharma

The Objective

Driving OTC healthcare innovation with platform nativity.

In an era where the average person spends 7+ hours daily looking at screens, eye strain has become an everyday reality. Polpharma set out to solve this with Starazolin Blue Light – a modern eye care product designed specifically for our digital-first lives. To break through in the crowded eye care category and turn product discovery into real purchase intent, they turned to TikTok.

The Solution

Executing Reach & Video Views excellence with TikTok Creative Exchange

TikTok is where product discovery happens. 61% of users find new personal care products on the platform that they never would have encountered elsewhere. For Starazolin Blue Light, this wasn't just another ad campaign – it was about meeting people exactly where they already were. The strategy was built around two elements:

1. Smart media planning: A dual Reach & Video Views approach balanced the broad visibility and deep engagement, laying a foundation for high-quality exposure

2. Platform-native creativity: TikTok-First ads don't just perform better- they feel right. These authentic, platform-aligned creatives are 1.2x more likely to drive actual product purchase.

To bring this vision to life, Polpharma used TikTok Creative Exchange (TTCX) as their creative engine delivering scroll-stopping content that felt like it belonged on For You Pages.

The Results

All eyes on Starazolin Blue Light

The campaign delivered exceptional results across every key metric:

• 🎯 Ad recall +14.6%

• 👁️ Awareness +10.9% (4x higher than regional benchmarks)

• 🛒 Purchase Intent +5.8% (statistically significant at 90% confidence)

Despite being an entirely new product, the native TikTok approach delivered meaningful intent lift that translated real attention into real consideration.

The campaign also revealed powerful audience insights:

• Women aged 18-34 drove the strongest awareness gains,

• Male audiences showed particularly strong brand association and purchase intent lifts.

View Through Rates landed perfectly on target, proving that when you combine smart media planning with truly native creative, you don't just reach people – you resonate with them.