Re.think, re.generate, re.sults.

ReTrieve, a prescription treatment for sun-damaged skin, couldn't use brand marketing due to regulatory constraints. We identified the gap between consumer interest in cosmetic retinol and lack of awareness about medical solutions, reframing skincare as clinical conversation. Our data-led digital strategy educated users about photoageing and directed them to telehealth consultations through AI-powered screening—without naming the product. Result: 19.3 million impressions, 10,000+ GP consultations, and 63% sales increase, proving consumer insight drives commercial success even in regulated environments.

Problem: The Market Paradox

Australians obsess over skincare but remain under-informed about medical solutions. While cosmetic retinol searches soared, prescription treatments with clinically proven results for sun damage—80% of visible aging—lacked consumer awareness. ReTrieve, a widely prescribed retinoid, faced the challenge of competing with high-spend cosmeceutical brands without traditional advertising, as Australian regulations prohibit direct-to-consumer promotion of prescription medications.

Solution:

A data-driven digital campaign leveraged Google Trends, SEMrush, and Meta tools to identify a key opportunity: while searches for retinol and anti-aging skincare were surging, consumers lacked awareness that sun damage requires medical treatment and that GPs can prescribe clinically proven retinoids. Rather than competing in the crowded beauty space, the campaign reframed sun damage as a medical condition requiring professional care.

Using AI-powered targeting and real-time social listening, the strategy guided users through a dynamic content funnel—from education about photoaging causes to telehealth GP consultations via RoseRx. Creative execution cleverly used "re." prefixes (Restart, Rethink, Regenerate) to hint at prescription solutions without naming the brand. The campaign architecture functioned as a decision tree, serving different content based on user intent: visible aging causes for general searchers, medical-grade efficacy for retinol researchers, and direct booking tools for action-ready consumers, with continuous optimization based on engagement data.

Results:

The Re:think Skin campaign achieved breakthrough results by repositioning a mature pharmaceutical brand through data-driven digital strategy, generating 19.3 million impressions, 112,000 clicks, and driving over 17,000 pre-screens through the RoseRx healthtech tool. With 77% of screener users initiating GP consultations and 86% citing sun damage as their primary concern, the campaign validated its strategic focus while delivering a 63% revenue uplift that tripled the business.

Creative optimisation doubled click-through rates from 2% to 5.16%, contributing to an exceptional 272% return on ad spend and reversing previous market share declines. The campaign's success established a new benchmark for compliant Rx brand marketing, demonstrating how behavioral insight, creative clarity, and media agility can drive category reappraisal—with its insights and digital pathways now extending into ReTrieve's future growth strategy.

Awards:

PRIME – Content marketing - Winner (2023)

PRIME – Data and insights - Winner (2024)

PRIME – Innovation – Finalist (2024)

AMI – Campaign of the year – Winner (2024)