INDUSTRY
Healthcare/ E-commerce
SERVICE
Digital Media Planning & Buying
Social Media Marketing
Video Creation &
Marketing
Influencer Marketing
ABOUT THE PRODUCT:
Dr. Reddy’s, a leading multinational Healthcare company providing a wide range of pharmaceuticals in India and overseas, made its first foray into the nutritional space with Celevida, a nutritional drink for diabetics. Dr. Reddy’s Celevida is a clinically proven nutritional meal supplement with 12 immuno-nutrients, high protein, and fibre content that comes in two delicious flavours - Kesar Elaichi and Chocolate.
OBJECTIVE:
Dr. Reddy’s launched their new product, Celivida- a nutritional health drink specially formulated for diabetics, with the objective of educating the audience about the importance of building immunity during the pandemic. They were looking to build brand awareness, product credibility and kickstart sales.
INTRODUCING THE PRODUCT TO OUR TARGET AUDIENCE:
To introduce Dr. Reddy’s Celevida to the market, we chose the internet’s most engaging medium Videos! The product details and benefits were highlighted in a one-minute long animated video, that was promoted on Facebook and Youtube- the most popular platforms among our target audience. Full funnel marketing, ad sequencing and Google Search were also leveraged to maximise ROI.
The Hero-Hub-Hygiene model was leveraged to maximise brand recall and increase engagement during the launch. The Hero piece was the one-minute explainer video, that subverted to shorter video edits, vernacular videos, and an influencer marketing campaign. The campaign was then extended to social media with the #BuildingImmunityAtHome, Immunity FAQ’s and Father’s Day campaigns.
LEVERAGING THE POWER OF INFLUENCER MARKETING:
Influencer marketing was a great way to help increase brand visibility and also build brand trust. Through an influencer collaboration for the product launch, Dr. Reddy’s was aiming at tapping into a massive audience and driving more engagement by creating authentic content via the influencer.
Dr. Reddy’s Celeivida in collaboration with India’s top nutritionist, Dr. Anjali Mukherjee ran a Facebook live stream campaign on World Nutrition day, 28th May 2020 to answer questions about immunity, weight management and recommended nutrition practices for diabetics and pre-diabetics.
The interactive chat went live on Anjali Mukerjee’s Health Total Facebook page and was cross-streamed on Celevida’s Facebook page.
The campaign promotion was done through a series of 10 stories, posts, and videos on Anjali Mukherjee and Health Total’s Facebook and Instagram handles. A Facebook event page was also created to give people more information and allow them to set reminders for the event.
RESULTS:
The brand and product awareness campaign was indeed a successful attempt in creating awareness about Dr. Reddy’s Celivida, proving that digital and influencer marketing has a great impact on its audience.
Digital Marketing Campaign Results:
5.7M
Reach
3.1M
Video views
3X ROI
Delivered for eCommerce
Influencer Marketing Campaign Results:
180K+
Reach
150K+
LIVE session + story views
