📄 POST-CAMPAIGN PERFORMANCE REPORT

HemorrhoEase PremiumWeek One Campaign Performance ReportPrepared by: Fortier & AssociatesPrepared for: HemorrhoEase Premium Marketing TeamDate: One Week After Launch

Executive Summary

One week after the launch of the new HemorrhoEase Premium campaign, the initial results have exceeded expectations. The campaign successfully shifted the focus away from the medical condition itself and towards the everyday comfort that customers hope to regain. Instead of promoting a treatment, the campaign promoted a lifestyle free from discomfort.

The new strategy appears to have created a stronger emotional connection with customers while maintaining the product’s medical credibility. Early performance indicators suggest significant improvements across all major marketing objectives.

Campaign Objectives

The campaign was designed to achieve the following objectives:

• Reduce the embarrassment associated with haemorrhoid treatment.

• Increase customer trust in the brand.

• Improve online engagement.

• Increase website traffic.

• Generate higher online sales.

• Position HemorrhoEase Premium as a modern and empathetic healthcare brand.

Performance Overview

The campaign was officially launched seven days ago across Instagram, Facebook, YouTube and Google Ads.

During the first week:

• More than 2.4 million impressions were generated.

• Website traffic increased by 81% compared with the previous campaign.

• Online sales rose by 43%.

• Customer engagement increased by 127%.

• The average video completion rate reached 86%.

• Over 9,500 comments were received across social media platforms.

Unlike the previous campaign, which had been described as cold, clinical and embarrassing, the new advertisements generated overwhelmingly positive reactions.

The slogan “Feel Relief. Live Freely.” quickly became the campaign’s most recognisable element.

Customer Feedback

A review of customer comments revealed several recurring themes.

Many customers appreciated that the campaign focused on everyday life instead of medical problems.

Some of the most common comments included:

“This is the first advertisement about haemorrhoids that doesn’t make me uncomfortable.”

“I felt like they understood what people actually go through.”

“It wasn’t really about the cream—it was about getting my confidence back.”

Several healthcare professionals also praised the campaign for presenting the product responsibly while avoiding unnecessary medical language.

Overall customer sentiment was considerably more positive than during the previous campaign.

Campaign Analysis

The campaign’s success appears to be the result of several strategic decisions.

Instead of showing the product first, the advertisements presented situations that customers could easily recognise: enjoying dinner with friends, travelling comfortably, working without pain and simply living normal daily lives.

The product was introduced naturally at the end of each advertisement, allowing the emotional message to remain the primary focus.

The market research conducted before production proved to be highly valuable. It correctly identified embarrassment—not pain—as the biggest obstacle preventing customers from seeking treatment.

As a result, every creative decision was based on empathy rather than fear.

Medical credibility was still included throughout the campaign. Short references to clinical testing and product effectiveness were added to the website and social media posts without interrupting the emotional narrative.

Lessons Learned

Several important lessons have been identified after the first week.

• Emotional storytelling performed better than product-focused advertising.

• Authentic situations generated significantly higher engagement than traditional medical advertisements.

• Positive emotions encouraged customers to share the campaign organically.

• Medical information remained important, but it was more effective when presented as supporting evidence rather than the central message.

• Consistent branding strengthened customer recognition across every platform.

Recommendations

Based on the current performance, Fortier & Associates recommends the following actions:

• Continue the current creative direction.

• Produce additional short-form videos for social media.

• Launch collaborations with healthcare influencers.

• Expand the campaign into French-speaking Canadian markets.

• Collect real customer testimonials for the next phase of the campaign.

Final Conclusion

After only one week, the campaign has successfully achieved its primary objective. Rather than encouraging customers to purchase a medical product, it encouraged them to imagine a more comfortable and confident life.

The strategy developed by Fortier & Associates transformed a subject that many people avoid discussing into a message of empathy, confidence and everyday wellbeing.

Although long-term results will continue to be monitored, the first week strongly suggests that the new campaign has successfully repositioned HemorrhoEase Premium as a trustworthy, modern and emotionally engaging healthcare brand.

1. Do you think Nathalie was right to give the campaign to André instead of Emilia? Why or why not?

2. If you were Emilia, would you speak in the meeting or stay silent? Why?