Nua · Demand Creation
Sanitary pad searches barely grew. Nua's more than doubled.
How YOptima combined audience-specific targeting, market-specific frequency planning and campaign optimisation to grow consideration and demand.
Business challenge
Nua's “Zero Irritation” proposition had to stand out in a category of established brands.
YOptima's objective was to grow consideration and demand — not just awareness — by reaching specific audiences, planning frequency market by market, and optimising for branding outcomes.
Key insight
Feminine-care choices become habitual. Early brand exposure shapes lasting value.
Share of search
Nua's share of branded searches across 13 tracked brands nearly doubled · Jun–Sep 2025
Alongside college students and young professionals, YOptima treated mothers of teens as a distinct cohort — a key influence on first product choices. Reaching them early mattered, because in this category the first considered brand can become the default one.
Demand isn't created by being seen. It's created by being remembered at the moment of choice.
Visual journey · From audience insight to demand creation
- 1
BrandoMeter · Discover
YOptima's proprietary market-intelligence platform mapped category demand and Nua's branded-search presence city by city. Combined with category and media intelligence, this shaped each market's reach-frequency mix.
- 2
Nyo · Deliver
Through Nyo's Accelerated Frequency Delivery, the campaign hit each market's required frequency in a 15-day burst — concentrated on high-intent audiences first, then expanding in controlled stages, followed by 45 days of sustained delivery.
- 3
DeepVu · Optimise
DeepVu analysed incrementality and audience response to guide budget and frequency changes. Its findings fed back into Nyo, adjusting delivery while the campaign was still live.
The campaign's momentum carried into organic conversation, with dermatologists and gynaecologists independently creating and sharing content that amplified Nua across social channels.
Business impact
From brand visibility to active demand.
+119%
Monthly searches for Nua
Total category searches grew just 1.7% over the same period.
8.2% → 16.2%
Share of search
Nua's share of branded searches across the 13 tracked brands.
+53%
Quick commerce search growth
Increase in organic branded searches across quick commerce.
Highest-ever
Sales period
Nua reported its highest-ever sales period during the campaign.
Search-volume growth and share-of-search figures are based on monthly search volumes from Google Keyword Planner.
The result
Nua reported its highest-ever sales period during the campaign, with demand sustained beyond the exposed audiences.
What marketers can learn
Awareness is the starting point. The real opportunity is turning memory into demand.
For challenger brands, the goal isn't simply to be noticed. It's to become the brand consumers remember, search for and choose when the moment to buy arrives.
Ready to engineer better branding outcomes?
Every campaign leaves signals about where growth is being created, and where it's being lost. Let's uncover them together.