Subra
A pharmacy chain with a strong online presence, combining healthcare, beauty, and convenience-driven shopping.
Category
Healthcare
Platforms
Year
2025
Subra
A pharmacy chain with a strong online presence, combining healthcare, beauty, and convenience-driven shopping.
Category
Healthcare
Platforms
Year
2025
The Challenge
Black Friday in pharmacy is highly competitive and trust-driven, so Subra needed to beat last year’s results in a shorter time by cutting through the noise to drive stronger sales, engagement, and product exploration.
Black Friday in pharmacy is highly competitive and trust-driven, so Subra needed to beat last year’s results in a shorter time by cutting through the noise to drive stronger sales, engagement, and product exploration.
Black Friday in the pharmacy and health & beauty sector is uniquely demanding. Consumers are highly price-sensitive, competition is intense, and trust plays a critical role in the purchase decision. Unlike impulse-driven categories, pharmacy purchases must balance strong promotions with credibility, clarity, and relevance. For Subra, the challenge was twofold. First, to outperform the previous year’s Black Friday campaign - despite operating within a shorter activation window. Second, to cut through promotional noise while encouraging not only purchases but deeper product exploration across a broad and diverse catalog. The objective was clear: generate stronger commercial results, higher engagement, and better efficiency - in less time.
Black Friday in the pharmacy and health & beauty sector is uniquely demanding. Consumers are highly price-sensitive, competition is intense, and trust plays a critical role in the purchase decision. Unlike impulse-driven categories, pharmacy purchases must balance strong promotions with credibility, clarity, and relevance. For Subra, the challenge was twofold. First, to outperform the previous year’s Black Friday campaign - despite operating within a shorter activation window. Second, to cut through promotional noise while encouraging not only purchases but deeper product exploration across a broad and diverse catalog. The objective was clear: generate stronger commercial results, higher engagement, and better efficiency - in less time.
Our Strategy
We ran a phased, trust-driven Black Friday campaign that built anticipation and urgency while using high-intent Meta ads to efficiently convert attention into sales.
We ran a phased, trust-driven Black Friday campaign that built anticipation and urgency while using high-intent Meta ads to efficiently convert attention into sales.
We approached Black Friday not as a single-day event but as a structured, multi-phase campaign designed to build anticipation, activate demand, and sustain momentum, moving audiences from curiosity through urgency to conversion with teaser content, countdown messaging, strong value-driven Black Friday communication, and a Cyber Monday push positioned as an exclusive online opportunity. Creatively, we used relatable, benefit-focused messaging that balanced promotional clarity with light, memorable language suited to the health and beauty category, allowing the brand to stay trustworthy while standing out during a highly competitive period. On the performance side, Meta campaigns were optimized for high-intent actions so the increased attention translated into product views, add-to-carts, and completed purchases while keeping cost per sale tightly controlled.
We approached Black Friday not as a single-day event but as a structured, multi-phase campaign designed to build anticipation, activate demand, and sustain momentum, moving audiences from curiosity through urgency to conversion with teaser content, countdown messaging, strong value-driven Black Friday communication, and a Cyber Monday push positioned as an exclusive online opportunity. Creatively, we used relatable, benefit-focused messaging that balanced promotional clarity with light, memorable language suited to the health and beauty category, allowing the brand to stay trustworthy while standing out during a highly competitive period. On the performance side, Meta campaigns were optimized for high-intent actions so the increased attention translated into product views, add-to-carts, and completed purchases while keeping cost per sale tightly controlled.
The Results
Increase in revenue YoY
Growth in purchased items
ROAS on Meta advertising
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Get started
Ready to scale? Let's make it happen.
Book a free 30 min strategy call and we'll show you how to turn ad spend into real revenue.
Get started
Ready to scale? Let's make it happen.
Book a free 30 min strategy call and we'll show you how to turn ad spend into real revenue.