Regular visibility is crucial for brands to remain relevant, and the most effective way to achieve this is by exploring the OTT landscape with the right content. Coupling content with precision targeting and strategic placement can make a significant impact. Mederma, a leading player in the healthcare sector, recently launched a compelling campaign to boost brand awareness among a predominantly female, digital-first audience. By leveraging the immense popularity of JioHotstar’s (while it was operating as Disney+ Hotstar) hit show, Anupama, Mederma aimed to engage viewers in a meaningful and impactful way.

Objective and Approach

Mederma’s primary objective was clear: to elevate awareness of its diverse product range within the female demographic. To achieve this, the company adopted a multi-faceted approach:

1. Strategic Association with JioHotstar: Recognizing the platform capabilities of JioHotstar and the popularity and influence of the show Anupama, Mederma secured the first ad spot across all devices during the show’s airing. This strategic spot-buying approach ensured maximum visibility and audience engagement, effectively capturing viewers’ attention at prime viewing times.
2. Comprehensive Multi-lingual Campaigns: Understanding India’s diverse linguistic landscape, Mederma extended its reach by promoting through mid-roll ads on JioHotstar, featuring 10-second video creatives during top-viewed shows in Hindi, Bangla, Tamil, Telugu, and Kannada. This widespread approach not only reinforced brand visibility but also resonated deeply with regional audiences, thereby enhancing brand recall and affinity.

Brand Speak

Impact and Results

The results of Mederma’s campaign were nothing short of impressive:

• Increased Brand Awareness: The campaign significantly boosted Aided Brand Awareness, ensuring that Mederma’s products were top-of-the-mind among its target audience.
• Enhanced Online Awareness: By strategically placing ads during the first ad spot, Mederma successfully increased its online visibility and engagement, reaching a broader spectrum of potential customers.
• Improved Brand Favorability: Through strategic content alignment and engaging ad formats, Mederma successfully enhanced its brand’s favorability among viewers, establishing a positive association with healthcare solutions.
• Elevated Purchase Intent: Perhaps most crucially, the campaign drove a notable increase in Purchase Intent, demonstrating the effectiveness of targeted advertising in influencing consumer behavior.

Conclusion

Mederma’s collaboration with JioHotstar exemplifies the power of strategic collaborations and targeted advertising in today’s digital landscape. Leveraging the popularity of a leading entertainment platform and reaching diverse regions with localized creatives, Mederma successfully raised brand awareness and fostered deep connections with its audience. As digital trends evolve, this campaign underscores the effectiveness of innovative digital marketing strategies in driving tangible business outcomes. Ultimately, Mederma’s association with JioHotstar highlights the importance of understanding your audience and delivering resonant content to create lasting brand impact in a competitive market.

#BrandAwareness #OTTAdvertising #SuccessStories #VideoAdvertising