In a bid to increase awareness around the importance of pediatric vaccination, GlaxoSmithKline Pharma rolled out a massive public interest campaign called “Health ka Passport” on Public App across all major Indian languages.
The ad campaign seeks to educate caregivers of children on the importance of timely vaccination and maintenance of records to ensure that children are not susceptible to preventable diseases. The campaign generated over 78 lakh views, with an impressive industry best CTR rate of 1.14%.
Mayank Khaneja, Associate Director – Publicis Groupe, said, “Every year lakhs of children in India suffer from diseases which can be prevented through timely vaccination.
“To create awareness around vaccines, GSK – a leading pharmaceutical company, took the initiative to provide vital information on the importance of timely vaccinations and given the language diversity in India, we needed a credible platform that can spread this message in the deepest pockets of the country and therefore Public App was one of the most apt choice for us,” Khaneja said.
Under the “Health Ka Passport” campaign, users could view and download a series of informative cards outlining the vaccination schedule from birth to eighteen years of age, and busting myths regarding vaccinations. Users also got a clickable link directing them to www.gskprotect.in for further information.
Harshil Dhingra, Chief Business Officer, Public App, said, “Health Ka Passport was our pilot campaign on Public App and we thank GSK Pharma for reposing their trust in us to reach the right audience and spread the critical message of pediatric vaccination. We are committed to providing verified, informative content and this campaign helped us deliver exactly that to our users.”
Public App is India’s largest location based social network with 50 million+ active users. It aims to connect the local communities of Bharat and become the one-stop solution for all their local needs. Political leaders, government authorities, media houses, and citizen journalists use the app to connect with communities and disseminate verified and trustworthy video content, whereas local businesses use the platform to reach out to the local consumers.
The app has recently started monetization through innovative, non-intrusive and mobile-friendly full-screen display ad formats including video interstitials. Public app guarantees an industry best engagement and 1%+ CTR, a brand-safe environment, and reliable brand affinity uplift metrics to advertisers through its innovative ad formats.
It is investing in cutting edge ad tech solutions powered by an AI based ad engine that will enable personalization based on user interest and low latency to ensure that user experience is not compromised.