Background 

Pfizer is a premier global biopharmaceutical company with a market capitalization exceeding $270 billion. Within the Indian market, the company manages legacy wellness brands such as Becosules (multivitamins) and Gelusil (antacids). At the onset of the engagement, the digital brand engagement rate for these staple products was hovering at approximately 1%, significantly below the industry benchmark for high-reach consumer healthcare brands.

Challenge

The primary objective was to drive massive brand awareness and engagement across digital platforms. Unlike niche prescription drugs, Becosules and Gelusil are household names, but they faced the challenge of "digital noise." Pfizer needed a way to cut through the clutter and reach consumers when their need for these products was most relevant. The challenge was to move beyond broad demographic targeting and identify specific lifestyle cohorts that correlated with health and wellness needs.

Approach 

SherlockAI utilized its Real-World Consumer Behaviour Graph to identify and target audiences based on their physical Point of Interest (POI) visitations. By analyzing where consumers spent their time, SherlockAI segmented the audience into three high-relevance clusters: Indulgent, Wellness, Preventative Health.

For Gelusil, the "Indulgent" Cohort was created, targeting individuals frequently visiting high-density dining areas, including fine dining and Quick Service Restaurants (QSRs), where the need for acidity relief is most immediate.

For Becosules, the "Wellness" Cohort was identified, focusing on visitors of hospitals, vaccination centers, and pharmacies, ensuring the brand remained top-of-mind during medical consultations or health-related errands. Additionally, the "Preventative Health" Cohort targeted active individuals visiting gyms, yoga centers, and dental clinics to drive broader post-engagement and general wellness messaging.

Solution

By pivoting to location-based behavioral targeting, Pfizer achieved a staggering 152.8% engagement rate, a massive leap from the initial 1% and far exceeding the standard 3–5% brand benchmark. The campaign achieved massive scale, reaching 7.6 million people for Gelusil and over 2.5 crore (25 million) people for Becosules. This data-driven approach successfully transformed passive brand awareness into active consumer interaction.