EMCUREArth, introduced with grace.
Case Study: Wellness
6.9M
Views
8.1%
Engagement Rate
4.6x
ROI
22
Creators
64
Deliverables
4 weeks
Timeline
The brief
WHAT WAS AT STAKE.
Arth by Emcure lives in a category most brands tiptoe around. The launch needed trust before it needed reach, and trust in intimate wellness is earned quietly, or not at all.
We cast twenty-two wellness, self-care, and lifestyle creators whose audiences already listen to them about personal topics. The brief was education first: routines, myth-busting, and honest conversations, with the product as a calm presence, never a pitch.
Every asset was reviewed against platform ad policies and community guidelines before it went live, and performance was read through trust signals such as saves, shares, branded search lift, and site sessions.
The playbook
HOW IT RAN.
Sensitivity-first casting
Twenty-two wellness and self-care creators chosen for audience trust and tone, never for reach alone.
Education before persuasion
Formats that inform through routines, myth-busting, and honest conversations, with the product as a quiet presence.
Platform-safe creative
Every deliverable reviewed against ad policies and community guidelines before going live.
Trust metrics
Measured on saves, shares, branded search lift, and site sessions, not just views.
From the campaign
"A sensitive category, handled with unusual care. The creators felt chosen, not bought, and the audience could tell."
Shalini Rao
Brand Manager, Wellness