Every campaign is deeply personal to us & that’s what drives us to push the boundaries & create new records.
Boehringer Ingelheim
Boehringer Ingelheim is a world leader in the pharmaceutical sector & is one the fastest-growing multinationals in India’s pharma market.
Orange Health Digital has had the pleasure of collaborating with Boehringer Ingelheim India’s communications & marketing team to craft a digital strategy that strengthens the brand’s reputation & presence, expanding its footprint in India.
Objective
Raise stroke awareness and increase engagement with people in general, as well as hospitals and stroke care specialists. For Orange Health Digital, our goal was to raise stroke awareness, while strengthening the brand’s reputation & building brand value.
Strategy
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Commemorate World Stroke Day, observed on October 29, with a week-long awareness campaign across numerous digital platforms that include social media, search, display and programmatic inventory across media sites.
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Increase engagement on social media by inviting users to take a pledge to reach the nearest stroke-ready hospital within 4.5 hours on identifying stroke symptoms.
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We also custom-created a dedicated microsite wherein users can visit to learn more about stroke, early signs and symptoms, rehabilitation protocols etc.
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Extensive keyword research was done with strong focus on pre-qualified visitors who are more likely to take the pledge.
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Synchronization of SEO with a Pay Per Click (PPC) campaigns were run to bring down cost per click (CPC) and cost per acquisition (CPA)- with the aim to be seen as a credible alternative to major high street brands.
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A multi-media approach was deployed that included imminent doctors and Key opinion Leaders (KOLs) to participate in LIVE sessions on social media. User interaction was encouraged on these LIVE sessions.
Result
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Led to a record-breaking 17,691 pledges & earned Boehringer Ingelheim their first Guinness World Record for ‘Most pledges received for a stroke awareness campaign in one week’.
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Website witnessed a traffic of over 25,000 users over a span of just 7 days.
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62% of the primary and competitive keywords targeted were ranking on the first page on Google.
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We earned over 110,000 impressions from KOL stroke awareness sessions.
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Our engagement rate on social media witnessed a 185% jump over the period of the campaign.
