Challenge

IPI India, a healthcare brand, faced the challenge of establishing brand presence in India, particularly across South Indian states, where the brand had low recognition and competed against well-established players. The objective was to build strong brand awareness, achieve approximately 90 lakh impressions, and ensure that the landing page experience remained interactive and informative to effectively engage potential customers. The competitive market landscape and the need to resonate with regional audiences further intensified the challenge.

Solution

To build awareness and regional relevance, I planned and executed a multi-channel digital video strategy across YouTube and Meta platforms. Campaign messaging was aligned with COVID-19 prevention, positioning IPI’s healthcare products as essential and timely. To strengthen local resonance, voice artists were incorporated to give the brand a regional and culturally relevant tone. Video creatives and messaging were continuously optimized based on monthly performance insights, ensuring content remained fresh and effective. Audience segmentation and targeting were refined through ongoing performance analysis and negotiations to maximize reach and relevance. In parallel, the landing page was optimized with interactive elements such as zoom-in product views, and high-performing campaign videos were embedded to reinforce credibility and engagement. On-ground research complemented digital efforts, further strengthening brand recall and presence in the targeted regions.

Statistics

1 Million+ Impression

45% engagement rate