Polpharma
Polpharma on a mission to protect TikTok users’ eyes with an innovative product
Starazolin Blue Light Results
Polpharma used Reach, Video views, and TikTok Creative Exchange to introduce Starazolin Blue Light with TikTok-first ads, lifting ad recall by 14.6%, awareness by 10.9%, and purchase intent by 5.8%.
- Awareness was 4x higher than regional benchmarks.
- Women aged 18-34 showed the strongest awareness gains; male audiences showed strong brand association and purchase intent lifts.
The Objective
Driving OTC healthcare innovation with platform nativity.
In an era where the average person spends 7+ hours daily looking at screens, eye strain has become an everyday reality. Polpharma set out to solve this with Starazolin Blue Light – a modern eye care product designed specifically for our digital-first lives. To break through in the crowded eye care category and turn product discovery into real purchase intent, they turned to TikTok.
The Solution
Executing Reach & Video Views excellence with TikTok Creative Exchange
TikTok is where product discovery happens. 61% of users find new personal care products on the platform that they never would have encountered elsewhere. For Starazolin Blue Light, this wasn't just another ad campaign – it was about meeting people exactly where they already were. The strategy was built around two elements:
Smart media planning: A dual Reach & Video Views approach balanced the broad visibility and deep engagement, laying a foundation for high-quality exposure
Platform-native creativity: TikTok-First ads don't just perform better- they feel right. These authentic, platform-aligned creatives are 1.2x more likely to drive actual product purchase.
To bring this vision to life, Polpharma used TikTok Creative Exchange (TTCX) as their creative engine delivering scroll-stopping content that felt like it belonged on For You Pages.
The Results
All eyes on Starazolin Blue Light
The campaign delivered exceptional results across every key metric:
🎯 Ad recall +14.6%
👁️ Awareness +10.9% (4x higher than regional benchmarks)
🛒 Purchase Intent +5.8% (statistically significant at 90% confidence)
Despite being an entirely new product, the native TikTok approach delivered meaningful intent lift that translated real attention into real consideration.
The campaign also revealed powerful audience insights:
Women aged 18-34 drove the strongest awareness gains,
Male audiences showed particularly strong brand association and purchase intent lifts.
View Through Rates landed perfectly on target, proving that when you combine smart media planning with truly native creative, you don't just reach people – you resonate with them.
Your questions, answered
Business Help CenterWhat campaign approach did Polpharma use?
Polpharma combined Reach and Video views to balance broad visibility with deeper engagement. The creative work was built through TikTok Creative Exchange, with TikTok-first ads designed for the way people discover products on the platform.
Why did TikTok-first creative matter here?
The campaign focused on platform-aligned creative that fit the viewing experience on the For You feed. That approach helped an entirely new eye care product turn attention into stronger ad recall, awareness, and purchase intent.
What results stood out most?
Key lifts included ad recall up 14.6%, awareness up 10.9%, and purchase intent up 5.8%. Awareness was reported as 4x higher than regional benchmarks, and women aged 18-34 showed the strongest awareness gains.