Medley Achieves Over 11x ROAS with Full-Funnel Campaign

Medley sought to expand its brand visibility and strengthen consumer consideration in a highly competitive market. In the pharmaceutical segment, generating awareness is only part of the challenge: it is also necessary to create efficient paths to convert interest into sales.

To achieve this goal, the company needed to connect top-of-funnel actions, focused on reach and brand recognition, with initiatives capable of impacting consumers closer to the purchase decision. Additionally, it was essential to measure the impact of media throughout the entire journey, linking advertising investment to concrete business results.

Medley was looking for a strategy that would unite the power of major media outlets with digital retail environments, creating an integrated experience between product discovery and conversion.

To overcome this challenge, Medley developed a full-funnel strategy in partnership with VTEX Ads Platform and Globo.

The campaign began with offsite actions on Globo's channels, using segmented audiences to reach consumers during moments of discovery and consideration. The goal was to expand brand reach and generate qualified interest in its products.

From this top-of-funnel work, users were directed to pharmaceutical retailers participating in the VTEX Ads Platform ecosystem. This way, the strategy connected media and retail in a continuous journey, bringing consumers closer to conversion points.

The integration between channels allowed tracking campaign performance throughout the entire purchase journey. As a result, Medley was able to understand with greater precision the impact of awareness actions on sales results, optimizing investments and strengthening the strategy's efficiency.

The campaign delivered outstanding results for Medley, proving the effectiveness of combining premium media with retail media.

The main highlight was the ROAS of over 11x, a result that demonstrated the strategy's ability to transform media investments into direct business returns. By connecting qualified Globo audiences to pharmaceutical retailers within the VTEX Ads environment, the brand was able to generate highly relevant traffic and drive conversions.

Beyond the financial return, the campaign validated the potential of the full-funnel model for the pharmaceutical sector. The integration between awareness and performance created a more efficient consumer journey, reducing the distance between brand discovery and purchase.

Given the results achieved, the initiative has the potential to become an always-on campaign, consolidating a continuous strategy of growth and revenue generation for Medley.