The Beiersdorf Innovation Legacy

As part of the global portfolio of Beiersdorf, Hansaplast has built a reputation as one of the world's most trusted and innovation-led wound care brands. For over 130 years, the brand has continuously advanced the science of healing — transforming simple protection into smarter, performance-driven solutions.

From pioneering the first adhesive plaster with a gauze pad in 1922 to developing advanced wound healing formats, heat therapy technologies, and modern disinfection systems, Hansaplast has consistently raised the standard of care. Each milestone reflects a commitment not only to protection, but to progress.

Today, that legacy of innovation accelerates with next-generation solutions such as Second Skin Protection — engineered to provide ultra-thin, flexible, and long-lasting coverage that moves seamlessly with active lifestyles. By combining medical expertise with cutting-edge material science, Hansaplast is redefining wound care for a new era: more invisible, more resilient, and designed for life in motion.

Second Skin Protection Strategic Roadmap

To effectively engage our core target — digital-native, lifestyle-driven consumers who live, shop, and discover brands online, Hansaplast partnered with Eskimi, a platform known for immersive, high-impact digital experiences that capture real attention in a cluttered media landscape.

Working alongside OMD Indonesia, Hansaplast developed a multi-layered execution roadmap designed to move consumers seamlessly across the full marketing funnel: from driving mass awareness, to educating audiences on modern wound care, and ultimately accelerating product consideration.

The campaign was structured into four distinct phases, ensuring that Second Skin Protection delivered the right message, in the right format, at every touchpoint, combining product innovation with media innovation.

• Teaser: Primed the audience and built curiosity using Video and CTV advertising, supported by contextual targeting and geofencing.
• Launch: Introduced the "Second Skin" product benefits through immersive 3D ads and high-impact Rich Media.
• Sustain: Reinforced the message with Rich Media through retargeting and sequential storytelling
• Always On: Maintained consistent brand presence across Video and CTV to ensure Hansaplast remained top-of-mind during every "minor injury" moment.
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Eskimi's rich media formats, AI-powered optimization, and Lumen Attention data helped us validate creative effectiveness, optimize media investments, and deliver measurable brand uplift in a highly competitive FMCG category, shared Raghu Chaitanya, Digital Director at OMD Indonesia.

Engineering Attention at the Exact Moment of Need

In a world where attention is scarce, relevance is everything. To transform Hansaplast into a lifestyle-driven health brand, we needed to meet digital-native consumers not just online,  but in the moments that matter most. Our audience of active 18–39-year-olds doesn't wait for injuries to happen; they live fast, move constantly, and expect brands to move with them.

So we engineered precision. Using advanced contextual intelligence, we activated over 500 high-intent keywords spanning travel, sports, adventure, family safety, and everyday risk-taking. Instead of interrupting content, Hansaplast became part of it — appearing in environments where protection was naturally top of mind.

Then we bridged digital with physical. Through geo-behavioral targeting across 450+ high-relevance locations, including gyms, stadiums, hospitals, and retail partner stores, we reached consumers in real-world spaces where movement, performance, and safety intersect.

This dual-layer precision strategy ensured Hansaplast didn't just generate impressions, but captured attention at peak receptivity, turning contextual presence into cultural relevance, and relevance into measurable consideration.

By combining contextual and geofence strategies, the campaign effectively reached the right audience at the right moment, driving both engagement and consideration.

Creative Strategy: Designed for Attention, Built for Engagement

In a scroll-first world, passive ads don't win. Attention does.

To ensure creative cut through the noise, we built a deeply collaborative ecosystem between OMD, Eskimi Creative Studio, and Hansaplast's brand team, aligning data, creativity, and brand authenticity from the very start.

Eskimi's in-house Creative Studio leveraged Neurons, a neuroscience- and AI-powered predictive tool, to pre-test and optimize creative performance before launch. Every visual, message hierarchy, and interaction cue was engineered to maximize cognitive impact and emotional resonance.

Instead of static placements, we deployed immersive, interactive formats designed to stop scrolling and invite participation. The result was not just visibility, but active engagement.

By blending neuroscience, AI-driven insights, and cross-team collaboration, we ensured that every creative asset was not only on-brand but attention-optimized for digital-native consumers.

Rich Media: From Exposure to Experience

Rich Media formats played a key role in all 4 phases of the campaign. Interactive elements clearly communicated product benefits while encouraging active user engagement. Rich media with video combined the storytelling power of motion with interactive layers. Custom executions supported awareness through gamified interactions, while other standard formats efficiently drove traffic to the landing page.

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3D Ad: Making Innovation Visible

At the core of the campaign was an immersive 3D format that brought Second Skin Protection to life in ways static creatives simply couldn't.

The format enabled Hansaplast to visually demonstrate key product benefits — protection, flexibility, and durability through dynamic, dimensional storytelling. Consumers didn't just read about the innovation; they saw it in action.

In cluttered digital environments where flat visuals fade into the background, the 3D execution created depth, movement, and visual disruption, commanding attention and reinforcing the product's advanced performance credentials.

By transforming product claims into immersive visual proof, the 3D format turned innovation into an experience.

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Video Advertising: Scaling the Innovation Story

In-banner video and VAST formats delivered consistent brand storytelling across premium inventory. They supported both awareness and consideration, reinforcing the Second Skin message through motion and sound.

The result: a cohesive narrative that moved seamlessly across touchpoints, strengthening recall, credibility, and purchase intent.

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CTV: Capturing Undivided Attention at Scale

CTV emerged as one of the strongest performers in the campaign, delivering exceptional attention and viewability. Full-screen environments ensured uninterrupted storytelling and strong message retention.

The result was not just high completion rates, but stronger message retention and brand impact. By leveraging CTV's immersive format, we transformed passive viewing into focused attention, amplifying both awareness and consideration at scale.

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Capturing Attention in a Fragmented Landscape

Hansaplast's goal was clear: increase brand awareness, educate consumers on wound care, and drive product consideration. 

In a fragmented media landscape, we set out to do more than generate impressions,  we set out to capture real attention and shift perception.

The multichannel campaign delivered:

• 10.82 million impressions
• 5.24 million unique users reached
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Performance exceeded benchmarks across every key metric:

• 1.02% CTR
• 3.85% engagement rate
• 83.42% VTR
• 73.78% VCR
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But we didn't stop at surface metrics.

Using Lumen Attention Tags, we measured real visual attention, not just viewability. This allowed us to validate high-impact creatives, optimize placements in real time, and maximize media efficiency.

The result:

• 1,790 Attention per Mille (APM)
• 113% above market benchmark
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Attention translated into tangible brand impact.

A Brand Lift Study with 6,500+ respondents revealed:

• +20.9% ad recall vs. control
• +26.7% increase in Second Skin awareness
• +20% uplift in purchase intent
• +11.8% lift in brand preference vs. competitors
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This wasn't just a campaign. It was a proof point.

By combining immersive creative, attention-based measurement, and full-funnel precision, Hansaplast successfully shifted brand perception, winning younger audiences and delivering measurable business results.

Hansaplast didn't just launch a product, it redefined how wound care shows up in modern life.
By engineering attention and turning innovation into immersive experiences, we transformed a traditional category into a lifestyle-driven brand.

In a world of endless scrolling, we made people stop. We turned protection into participation, innovation into experience, and attention into action.
And in doing so, Hansaplast didn't just win views, it won a new generation.

The result: stronger relevance, higher consideration, and a scalable blueprint for future growth.