“We created 10 gamified experiences that drew 22k entries through paid social media and email campaigns.”
Project Overview
The challenge
Cipla required a high-engagement digital campaign to promote seasonal medication awareness within strict advertising regulations.
As a pharmaceutical brand, direct product promotion to the public was restricted. The campaign therefore needed to:
- Drive large-scale engagement without breaching compliance rules
- Avoid direct medical claims
- Leverage paid social as a primary acquisition channel
- Convert awareness into measurable participation
This required a creative execution that was compliant, educational, and performance-focused.
The strategy
We developed a comprehensive strategy for a paid social campaign centred on an interactive, gamified landing experience: the Rhino-Ria Puzzle Adventure landing page.
Rather than promoting products directly, we used story-driven education, where characters represented symptom solutions. This allowed us to communicate key messages in a compliant, accessible way while avoiding restricted product claims.
Storytelling became the primary communication pillar, transforming educational content into an engaging user journey rather than static awareness messaging.
To drive participation and repeat engagement, we incorporated incentivised gameplay mechanics, encouraging users to return and complete multiple puzzle experiences.
Paid social media was the primary traffic driver, supported by email marketing to retarget and re-engage participants.
The result
The Rhino-Ria Puzzle Adventure launched 10 interactive experiences and attracted 22,000 entries, driven primarily through paid social media and supported by email. Social platforms were used to move people off-platform and onto a dedicated landing page where they actively participated in the experience.
The campaign showed that even within strict regulatory constraints, it’s possible to drive large-scale engagement through well-structured paid media and strong creative. Incentives encouraged repeat participation, and ongoing optimisation helped refine traffic quality throughout the campaign. The result was high participation levels within a regulated industry, achieved through disciplined media buying and clear campaign structure.
10 gamified experience = 22K entries
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Your vision. Our expertise. Shaping what matters.
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Your vision. Our expertise. Shaping what matters.
Let’s get started.
Your vision. Our expertise. Shaping what matters.
Let’s get started.
Your vision. Our expertise. Shaping what matters.
Let’s get started.