SEARCH ENGINE MARKETING

Obagi Cosmeceuticals, a well-established skincare brand, aimed to overcome the challenge of further establishing itself as a household name despite having a loyal customer base. After a profitable year in 2023, the company recognized the need to focus on branding and acquiring new customers to expand its market share. The challenge lay in devising strategies that would effectively boost brand awareness and drive revenue growth in line with their ambitious goals.

Obagi collaborated closely with Add3 and Google to develop a comprehensive strategy for 2024. Leveraging non-branded search as the primary tool, the partnership aimed to tap into existing market interest and attract new customers to Obagi’s offerings. By analyzing competitive and industry benchmarks, the teams identified that a significant portion of search interest was generic, providing a clear opportunity to engage with potential customers.

Additionally, efforts were made to enhance brand awareness in key markets through Google’s exclusive data insights, such as brand arc and BDI/CDI data. By identifying influential markets and leveraging brand connect initiatives and creator promotions, Obagi sought to elevate its brand awareness score from 2.5% to reach a broader audience. In-person collaboration further facilitated the alignment of strategies and the identification of revenue-driving channels, with Google providing valuable insights into competitive benchmarking, marketplace analysis, and brand awareness via YouTube, while Add3 proposed a robust generic search and upper-funnel branding approach.