Product/Service
Healthians, a leading diagnostics company, offers innovative and reliable lab services across major cities in India. The brand stands out with its network of fully automated labs equipped with state-of-the-art technology, advanced robotics, and intelligent digital solutions. A key feature of their service is the convenience of at-home sample collection, which they aimed to promote through this campaign.
Objective
The primary goal of the Healthians campaign was to generate brand awareness focusing on their trustworthy lab facilities and the ease of their at-home sample collection service.
Target audience
The campaign targeted both male and female audiences residing in Delhi, particularly those from middle and high-income brackets. This demographic was chosen due to their potential interest and ability to afford premium health services, making them ideal candidates for Healthians’ offerings.
Geography
The campaign was geographically focused on Delhi, a major urban center with a large, diverse population that values quality healthcare services. Targeting a metropolitan area allowed Healthians to concentrate their efforts where they could make the most significant impact and reach the most potential customers.
How Did Healthians Aim to Boost Brand Visibility by influencer marketing
Healthians aimed to boost brand visibility through influencer marketing by leveraging influencers in health, fitness, and lifestyle sectors to reach their target audience in Delhi effectively. They chose influencers whose followers matched their demographic profile – middle to high-income levels interested in healthcare.
Influencers showcased Healthians’ at-home sample collection and advanced lab technologies through engaging content such as walkthroughs, testimonials, and personal experiences.
This strategy not only highlighted the ease and reliability of Healthians’ services but also built trust among potential customers, making the campaign relatable and credible, thereby expanding the brand’s reach and visibility in the market.
What Strategies Did Healthians Use to Identify and Engage with Their Ideal Audience?
Healthians strategically utilized influencer marketing to identify and engage their ideal audience effectively. They carefully selected influencers within the fitness, health, lifestyle, and content creation niches, ensuring these influencers’ follower bases aligned with their target demographic of middle to high-income individuals in Delhi.
This choice guaranteed that the promotional messages were relevant and appealing to an audience already interested in health and wellness. The influencers used various content formats, including reels, to showcase Healthians’ services, emphasizing the convenience of at-home sample collection and the advanced technology used in their labs
They also provided personal testimonials and behind-the-scenes glimpses of the lab processes to build trust and credibility. Engagement was further enhanced through interactive elements like Q&As, fostering a deeper connection and encouraging direct actions such as app downloads and service bookings, effectively converting viewers into potential customers.
Healthians strategically utilized influencer marketing to identify and engage their ideal audience
Effectively. They carefully selected influencers within the fitness
Campaign Execution
Results
Total Reach: 342,577 individuals were exposed to the campaign, indicating a wide spread of the marketing message.
Total Views: 490,586 views suggest that the content was viewed multiple times, implying repeated engagement with the target audience.
Total Likes: 79,558 likes indicate a high level of approval and positive reception from the viewers.
Total Comments: 228 comments demonstrate active audience interaction, suggesting that the content was compelling enough to provoke conversation.
Total Saves: 508 saves show that the content was considered valuable, leading users to bookmark it for future reference.
Total Shares: 225 shares reflect the campaign’s ability to engage users to the extent that they share the content with others, further extending its reach and impact.
These metrics collectively illustrate a successful campaign with significant engagement and interaction, effectively increasing brand awareness and credibility for Healthians.