Cipla holds a rich legacy of 85+ years. More than an organization it has turned into an institution to many budding healthcare entities as a guiding light. There are so many stories defining the growth, commitment and vision of the brand over the years. Cipla compiled it all into a book "The Cipla Story".We took an integrated approach and came up with a dedicated page for ‘The Cipla Story’ which was introduced on the Cipla website.
FBM was given the responsibility to take this book and the stories to the masses. The biggest challenge was to reach out to the target audience as the niche was very defined in this case. The book was published specially for a certain section of people, the campaign was designed for the masses.
We designed a home page banner for the Cipla website to create curiosity about the book. We also brainstormed a top-notch YouTube campaign to bring to light Cipla’s book and the celebration of its superlative legacy. This idea was simultaneously tied to an Amazon Marketing Campaign to reach more buyers.
YouTube campaign worked efficiently to raise awareness while Amazon marketing helped in conversions. The massive exercise concluded when the book became out of stock.