Case Study: Femibion (Merck Consumer Health) achieves 10,000 leads and 2× lower sample distribution cost with Facebook lead ads

Facebook lead ads help healthcare company run a product sampling campaign

Merck Consumer Health’s Femibion BabyPlanung is a pregnancy‑focused supplement launched in late 2016 aimed at women in Germany. The brand needed to raise awareness among expectant and pre‑conception women and generate qualified leads so people could try product samples in a crowded market.

Merck ran a multi‑stage Facebook campaign—carousel, link and video ads to build awareness, then retargeted lead ads (tracked with the Facebook pixel) to capture sign‑ups for free samples. From December 2016 to April 2017 the campaign generated over 10,000 leads, cut sample distribution costs by half, and achieved a 35% conversion rate.

Femibion

Beate Rosenthal

Global Brand Director Digital & Media