Every influencer marketing campaign starts with selecting creators based on the client’s request. One of the key collaboration questions brands face is whether to work with 1–2 top influencers who match the brand or 7–8 smaller creators. At first glance, it may seem that the more influencers you involve, the more predictable the reach will be. However, from experience, we know the value of one properly selected top influencer, a clear technical brief, and coordinated teamwork.
Influencer managers at OMG agency work with complex briefs and low budgets — and consistently exceed set KPIs. In this case, we are sharing a campaign from the pharmaceutical niche.
Delta Medical is a pharmaceutical company with more than 20 years of experience in international markets. «Humer Monodose» is a sea-water-based nasal hygiene solution for babies from the first days of life, children, and adults, produced by the well-known French brand Humer. The product is presented in a unique nasal drops format, where each dose is contained in an individual dropper vial. Unlike traditional nasal drops, this packaging allows the product to remain sterile without the use of preservatives.
Task
The complexity of the task was defined by two factors:
- a test entry of the brand into the platform — it was necessary to prove that TikTok deserves attention and has strong promotional potential;
- a low budget for a niche product.
This was a classic brand-awareness campaign with standard conditions. The goal was to convince mothers (the target audience — mothers with babies under 1 year old) that their children deserve the best, and that Humer Monodose is the best choice in the premium segment, while still offering one of the most affordable prices per 1 ml in its category.
Campaign Specifics
The client provided a clear product-focused technical brief with a specific set of benefits and scenario options for influencers.
From the start, we defined our goal as finding bloggers with a strong core audience — mom bloggers with babies under one year old.
As a result, we selected integrations with two top influencers:
The creatives turned out to be native and non-intrusive. It was clear that the bloggers were genuinely sharing useful advice from the heart.
Results
We exceeded the initial KPIs by 10 times.
Insight: Despite a narrow product brief and a limited budget, we significantly exceeded the plan.
Low-budget campaigns are something you can and should work with — and still achieve outstanding results.
