Client Background:
The client is a reputed pharma and healthcare company specializing in over-the-counter wellness products, including topical pain relief balms, cough syrups, and herbal immunity boosters. Their pain balm line, known for its fast-acting relief from muscle soreness and joint pain, was popular in select regional markets but lacked national recognition. The client wanted to position the product as a daily-use essential among younger, fitness-conscious, and digitally active audiences.
Problem Statement:
Despite offering an effective and affordable pain balm with clinically supported results, the brand lacked digital presence and user awareness outside its legacy customer base. Consumers favored better-known balms by large competitors, mainly due to greater visibility, endorsements, and perceived trust. The company needed a marketing campaign that could boost credibility, drive lead generation, and elevate their position in the competitive wellness space.
Service Provided:
Our marketing agency crafted a strategic influencer marketing campaign that focused on everyday pain management, post-workout relief, and traditional wellness practices. The campaign utilized a mix of fitness influencers, yoga instructors, and wellness bloggers to demonstrate the balm’s effectiveness in real-life scenarios.
Solution Provided:
- Product Demonstration Videos:
Partnered with wellness influencers and physiotherapists to showcase the balm being applied after exercise, during travel, and for daily neck or back strain. Emphasis was placed on fast absorption, soothing ingredients like camphor and menthol, and how the balm fits into daily self-care routines. - Content Format & Distribution:
- YouTube: Long-form content such as “Post-Gym Recovery Tips” and “Natural Remedies for Body Pain” where the balm was integrated as a featured product.
- Instagram Reels: Quick demonstrations showing application during yoga cool-downs, home massage routines, and travel-ready self-care kits.
- Amazon Live Sessions: Hosted interactive live videos highlighting real-time product benefits during sales and Q&A sessions.
- Affiliate & Discount Campaigns:
Influencers shared personalized coupon codes and links that directed viewers to e-commerce platforms like Amazon and Flipkart. This not only incentivized purchase but enabled accurate tracking of ROI and lead generation through influencer networks. - “Relief Routine” Challenge:
Launched a 7-day challenge campaign where users and influencers showcased how they incorporated the pain balm into their daily routine. Participants posted videos or stories using the hashtag #MyReliefRoutine for giveaways, building user-generated content and organic brand trust. - Educational Health Blog Series:
Influencer-led blogs and carousel posts explained the science behind pain balms, including when to use them, how to differentiate between heat/cold-based formulations, and safety tips. These blogs supported SEO efforts and were integrated into the brand’s website and e-commerce landing pages.
Execution Details:
- Campaign Duration: 20 Days
- Platforms Used: YouTube, Instagram, Amazon Live
- Influencers Engaged: 11 (5 YouTubers, 6 Instagram creators including fitness and wellness coaches)
- Estimated Combined Reach: 1.3M+ viewers
Results Achieved:
- Instagram Engagement Rate: 6.3%
- Units Sold via Influencer Links: 1,050+
- YouTube Watch Time: 540K+ minutes
- Increase in Amazon Wishlist Saves: 38% rise for the balm product line
- UGC Created with #MyReliefRoutine: Over 120 unique user submissions
- B2B Distributor Inquiries: 200+ new lead generation entries for bulk distribution
Client Feedback:
The client commended the marketing company for creating compelling wellness-focused content that matched consumer expectations. The marketing agency’s use of health educators and relatable influencers made the campaign both authentic and educational. The brand saw measurable improvement in digital product trust and reported an increase in both consumer sales and distributor interest post-campaign.
Key Takeaways:
- Health and wellness influencers help normalize OTC drug use like pain balms in daily routines.
- A value-driven marketing campaign with clear demonstration builds trust in lesser-known pharma products.
- Affiliate-driven content provides strong attribution and helps scale lead generation effectively.
- Educational storytelling and user challenges foster long-term brand engagement in the healthcare space.
