STADA - promoting sales and trust of Walmark bestsellers
If you want to be number one in the long term, you have to listen to the decision makers. Customers. That's why Walmark launched extensive testing of its three core products in four markets to gain deeper insight into customer behavior and feedback that sells.
Walmark - STADA
Walmark brings consumers the best choice in health promotion through continuous innovation and a strong market position. The company has been selling its products in more than 50 countries for 30 years. Walmark's yellow range includes vitamins, minerals and herbal extracts or combinations of these. The brand is part of the multinational holding STADA Arzneimittel AG.
STADA Czech Republic is part of the STADA Group, a global and growing pharmaceutical company that has been helping people to protect their health and support the proper functioning of their bodies for 125 years. The company's mission is "To care for people's health from the position of a trusted partner."
HOW TO MAINTAIN CUSTOMER ATTENTION AND TRUST FOR ESTABLISHED PRODUCTS?
Walmark is one of the long-established brands in the field of dietary supplements. Even so, it needs to regularly confirm the quality of its products, especially at a time when the market is changing rapidly, new brands are emerging and customers are buying according to different criteria than before.
Maintaining trust is not a given - even with bestsellers. That's why Walmark decided to test three key products directly with the target audience. It wanted to know how users perceive them, what they appreciate about them and what plays a role in their choice. It also wanted to test whether customers perceived a difference in the products being manufactured to the same standards as pharmaceuticals - and whether this might be its advantage over competitors.
Main challenges:
"Our biggest international project to date with Testuj.to was a real milestone. The work done has paid off immensely. I am proud to say that we have collected more than 500 reviews that we can now use in every market where the Walmark brand operates. We have a rich collection of images, videos, translated reviews and questionnaires. It's a "treasure trove" that opens the door to a variety of marketing opportunities - both in the digital environment and beyond. Our products and brand can now speak to both the general consumer public and healthcare professionals. Our thanks to the Test.to team for these great results."
Kateřina Janoušková
International Digital Marketing Manager, STADA
The campaign involved four markets where the brand has long been present - the Czech Republic, Slovakia, Hungary and Lithuania. This made it possible to compare perceptions and experiences across regions and get truly relevant insights directly from the target group.
Moreover, it was an important milestone for Testuj.to. The first ever testing on the platform took place in Lithuania, which brought not only new challenges, but also a valuable opportunity to expand to another country.
Initially, it was planned to test the same three "yellow" products in all countries. But it quickly became clear that it made more sense to tailor the selection. Each market therefore chose the products that had the greatest potential and demand there.
A total of 12 tests were conducted and each product was tested by up to 50 real consumers. This provided Walmark with locally relevant reviews that it can use in targeted communications.
Each tester wrote several reviews after testing - the most detailed ones directly on the Testuj.to platform. This gave the client 447 reviews and licensed photos to use freely across channels.
In addition, reviews have been added for e-shops in each country. In the Czech Republic on Heureka and Pilulka, in Slovakia on Heureka and klubzdravia.sk, in Hungary on the official e-shop walmark.hu and in Lithuania on waiwita.lt. The result was hundreds of reviews right where customers make their final purchasing decisions.
Each tester filled out an initial questionnaire before the actual testing, which focused on brand awareness, buying behaviour and perception of the competition. This provided Walmark with a significant amount of data that helped it better understand the specifics of each market - from motivations to perceptions of composition to decision criteria.
The insights from these questionnaires allowed us to target marketing not only at the product level but also at the brand level.
Comprehensive feedback, valuable data and specific recommendations for further brand growth
During the campaign, Walmark received over 900 reviews and a detailed overview of how customers in different countries perceive the products.
But reviews were not the only output. The client also received useful feedback from testers, which can be used in marketing, on e-shops, social networks or when communicating with the professional public. By translating all the reviews, Walmark was able to immediately use these outputs in other countries where it operates - and multiply their value.
The questionnaires also played an important role - over 4,500 responses from the target group provided valuable data on expectations, preferences and purchasing behaviour. This information was visualized in clear graphs and tables and became the basis for future planning.
The campaign confirmed that cross-market testing delivers not only reviews but also insights that directly impact business and marketing decisions. And it was this combination that made it truly strategic for Walmark.
DATE, DATE, DATE!
"We weren't used to doing international campaigns on this scale on a regular basis, so it was a challenge for us. Especially in Lithuania, where we tested for the first time. But in the end everything worked out well and we are happy with the results. Hundreds of reviews, photos and thousands of completed questionnaires. This is data that is definitely very telling!"
Pavlína Žabková
Head of Project & Customer Success, Testuj.to
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