How sharp messaging helped Healthmug build a ‘healthy’ amount of brand awareness

An up-and-coming start-up in the e-commerce space, Healthmug is one of the Indian biggest marketplaces for homoeopathic and Ayurvedic products. The company boasts of providing a wide range of products in categories like Homoeopathy, Ayurveda, nutrition and supplements, personal care, health aid, and fitness among others besides online medical consultation.

Healthmug: The need of these critical times

With a vast array of services available at just a click of a button especially amid the current COVID-19 crisis, Healthmug needed to spread awareness about their products. Healthmug products are easy to procure in these times, and this was another message the brand wanted to relay to consumers.

The right marketing mix

To achieve their goal of increasing awareness about their products, it was critical for Healthmug to reach the right audience with the right message. They defined their audience as people residing in Haryana and Delhi with a high purchasing power, which was triangulated through geographic and device price based targeting.

A combination of native frames and instream display ads were used to deliver the brand message. Even without the use of video, Healthmug seamlessly leveraged Disney+ Hotstar successfully, and to its full potential.

Delivering the goods

The brand awareness campaign was an overwhelming success with over 300,000 viewers across Delhi and Haryana getting to know about Healthmug. Over 4,300 viewers interacted with the ads to know more about Healthmug’s offers.

Partnering with Disney+ Hotstar proved to be just the right strategy for Healthmug, especially in the current times when OTT consumption is on the rise. With the right strategic campaign and accurate messaging, the brand objectives were successfully achieved.