GlaxoSmithKline is a global biopharma company with a purpose to unite science, technology and talent to get ahead of disease together. We aim to positively impact the healthcare industry and build our presence in other key therapy areas such as immunology and oncology.Objective
The brand wanted to create awareness around vaccines for Shingles among users aged 50+ years. To achieve this, the brand used digital banners on the app to make people aware about shingles. They also used lift posters to reach users and encourage them to take vaccine for the disease.Why MyGate?
MyGate being a widely trusted app with a user base across 27 major cities in India, caters to residents in gated communities. This makes it ideal for a healthcare brand like GlaxoSmithKline who are looking to communicate with an older audience to advertise on MyGate app.
The meticulously crafted communication channels within and outside the app make it an effective medium to reach GlaxoSmithKline’s target audience. MyGate’s unique ability for precise targeting became the linchpin of the brand’s strategy, allowing them to exclusively connect with communities within the proximity of the brand’s stores.The Process
To reach societies and create awareness around vaccine for shingles, GlaxoSmithKline decided to launch a digital & offline campaign in 8 cities. After careful consideration and consultations with MyGate’s professional team, the brand opted to leverage the digital banners feature on the app and lift posters to disseminate their message.
This helped the brand reach effectively to their target audience and put an impact through the banner ads on the home screen of the app. The lift posters helped in creating awareness and recall amongst the residents.Results
Having run a digital & offline campaign on the MyGate app, GlaxoSmithKline achieved remarkable success with over 3k+ liftposters and an impressive 1.7% click-through rate (CTR).