On October 15th, the ADworld Experience took place in Bologna, one of the leading European events dedicated to online advertising. Over two days, specialists in Google Ads, Meta Ads and CRO present real-world case studies on stage — backed by numbers and methodology — in front of an audience of industry professionals. During the event, the digital marketing agency Clickable presented the project it has been managing for two years with Pharmextracta for Crispact®, and its case history was awarded first prize.
Beyond the recognition itself, the award celebrates a specific way of working, one that offers valuable lessons for any brand combining offline and online investment.
The starting point of the project was a simple observation: television alone is no longer enough. Pharmextracta was already investing in TV, and the question was how to make that investment work harder. The answer was to stop treating TV and digital as two separate worlds. Television sparks attention, while digital anticipates it and extends it over time.
The strategy was therefore built around three distinct moments. Before the broadcast, digital activity served to explain the need and prepare the ground. During the broadcast, the goal was to multiply contacts while the spot was on air. After the broadcast, the focus shifted to remaining present with those who had already shown interest, guiding them all the way through to search and purchase. Within this framework, each channel — YouTube, Meta, Spotify and Google — was assigned a precise role at every phase, rather than being treated as a mere share of budget to spend.
The approach to the project placed people before channels. The work began with real needs and with the questions women actually type into Google, subsequently validated against medical sources in order to communicate in a regulated sector without misplacing a single message. Everything was then measured, and in the second year of the campaign the team changed what was not delivering results: one channel was dropped, and more weight was given to what worked. The focus ultimately moved from traffic to business outcomes. In a landscape where people search even without visiting a brand’s website, and where Google’s AI is reshaping the user journey, the question of what to measure became central. The answer came in the form of two consecutive seasons of growth in online sales.
This framework is not limited to television. A product launch, a trade fair or an offline campaign all raise the same question: whenever an investment sparks public attention, is digital amplifying it, or is it working in isolation? And are there offline activities that have not yet been carried over into the digital sphere? These are the questions the awarded project encourages every brand to ask itself.
Photo credit: Angelo Valenza, CEO e Founder, Clickable
Leave a Reply