Proof — Case Study

Nexium 24HR
Bold claims win.

Science Intelligence™Science Story™Science Studio™

Frequent heartburn sufferers were using the wrong products. We turned that insight into an approved claim — and a sequence that converted.

The Work & The Story

Nexium 24HR asked us to develop a new Science Story™ and Ad-to-Education Sequence™ to unlock growth and capture share. Our research found that many frequent heartburn sufferers — who should be taking a PPI like Nexium — were instead using antacids and H2s like Pepcid, products intended only for occasional heartburn.

After analyzing the OTC monograph for antacids, H2s, and PPIs, we developed a bold new claim that received brand, medical, legal, and regulatory approval: antacids and H2s can't treat frequent heartburn. We activated it through the Amazon Ad-to-Education Sequence™ — an awareness ad in paid media, paired with an education video on the product page.

  • Science Story™
  • New approved claim
  • Ad-to-Education Sequence™
  • Video Ad
  • Education Video
The Video Ad
The Education Video
Results
+133% ROAS
More than double the return on ad spend
+60% conversion rate
Sales conversions up 60%
+42% new-to-brand sales
More sufferers finding the right treatment

More work

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