Pharmaceutical Company
Achieves
1.99M+ Views with
Contextual AI During Ramadan
VTR
(1.38X the industry
benchmark )
CTR
(2.4X the benchmark)
Total Views
Reach
Objective
The company aimed to engage health-conscious Indonesian consumers during Ramadan with culturally relevant messaging that matched the holy month's unique viewing habits and focus on wellness.
Challenge
Standing out during Ramadan's saturated media environment requires precision beyond seasonal messaging. Generic targeting would miss the nuanced viewer behaviors during Ramadan's peak hours, failing to connect with audiences actively seeking meaningful content around faith, family, and health during this spiritually significant period.
Strategy & Execution
The pharma company partnered with Silverpush’s AI-powered Mirrors platform to contextually align ads with Ramadan-themed content, capturing intent-driven audiences through relevant keywords, celebrity-driven videos, and high-engagement environments. Delivery was optimized for peak post-Iftar viewing when families consumed entertainment and spiritual content.
Creatives were culturally tailored to reflect Ramadan values of health, togetherness, and spiritual wellness. The multi-device approach prioritized mobile-first behavior for reach while leveraging desktop’s premium engagement moments to drive stronger conversions.
Results
The campaign achieved a 69.39% VTR (1.38X the industry benchmark), alongside a strong 2.36% CTR(2.4X the benchmark). The campaign reached over 1.77 million users and generated nearly 2 million total views. By aligning with culturally significant Ramadan content and intent-driven contexts, they established a commanding brand presence during Indonesia's most important celebration period.
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