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Introduction
- Berger Paints aimed to build awareness and consideration for their new product Easy Clean on the occasion of Mother’s day.
- The brand approached its goal through an insight-based community marketing approach to drive conversations around having perfect walls at home and reached out to 97 parenting communities with over 3 million members.
- The brand received 5207 UGCs, 4995 brand mentions, 20K+ reactions, and 48% salience, indicating the members want to “use” the brand.
About Berger
Berger Paints is a Kolkata-based multinational organization that offers painting solutions, from decorative to industrial. The brand has a legacy of almost 100 years and is India's second largest paint company. It launched its new product Easy Clean with the novel thought of the world as my canvas. This product is created from a cross-linking formula with a luxurious, highly washable, durable, and durable look.
Berger’s Objectives
Berger believes that any space in a home is a creative outlet for a child, especially walls, but for an adult, cleaning those walls is a nightmare. On the occasion of mother’s day, the brand wanted to share the message that Berger Paints Easy Clean is there to clean the stains, ensuring that the customers have perfect walls at home.
“The brand aimed for occasion-based marketing to create awareness and build consideration for their product Easy Clean on the occasion of mother’s day.”
Community Marketing Strategy
1. Identifying the best communities for Community Marketing
Berger took an insight-based Community Marketing solution to drive conversations around channelising the kids' creativity at home and not worrying about wall stains. They did this by engaging with 97 parenting communities with over 3 million members.
Campaign Structure
2. Analysing consumer insights from real conversations
Before driving the campaign, we analyzed existing conversations in the above communities and observed that:
- Parents shared how children colour, draw or scribble on walls and stage their creativity.
- They were looking for suggestions and methods to clean the walls and remove the stains easily without damaging the wall paint.
- Members were also looking out for home painting suggestions/ recommendations in communities.
The key insights from the conversations helped us build a campaign strategy that leveraged those conversations in favour of Berger Easy Clean with Mother’s Day topical communication to encourage the child's creative side while introducing the benefits of Berger Easy Clean across communities.
3. Community Marketing campaign idea
We planned a single-phase campaign for the brand to educate the members about the Berger Easy Clean cross polymer formula, ensuring no strains remain on the wall.
Since the campaign was planned around mother’s day, we focused on creating conversations where moms share their personal stories about how they used to scribble on the walls as kids and were scolded by their parents for the same, but now times have changed. Today they have products like Berger Easy Clean, and they do not want to restrict their kid's imagination and creativity.
The mothers(group admins) shared their personal stories and showed how they encouraged their children to channelise their creativity with their art on the wall without any stress of the walls getting spoiled.
They introduced Berger Paints as their partner in ensuring that there is no constraint in kids' creative journey while ensuring that the walls look neat and clean.
They also encouraged members to share their kids' personal experiences and favourite wall art. We also made this campaign more exciting by ensuring that the best wall arts receive gift vouchers from the brand.
Thousands of parents' varied experiences and heartfelt testimonials lent individuality and style to each post, making this a campaign to remember.
Solution types
Static Posts
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Carousel Images
The Big Beautiful Highlights
- Within a span of 10 days, the brand received 5207 UGCs, out of which 2139 were distinct posts. The members also actively engaged with the posts, and the campaign received 20K + reactions and comments.
- The campaign received positive comments and engagement from members, with brand mentions stating how Berger Easy Clean is their go-to when the child scribbles or draws on the wall.
- Positive conversation feedback includes parents being happy (33%) and loving (25%) Berger Easy Clean.
- 48% salience indicating the members want to “use” the brand, and 38% are around giving Berger Easy Clean a “try”.
- There were around 9.4K conversations around home painting after the campaign.
- Association with tension-free cleaning, no worries of stains and beautiful walls have come in the entries.
- Members have used the word ‘tension’ - 1022 times in the campaign, out of which 26% of salience is “tension nahi” and 24% is “tension-free” regarding stains and daags on the wall. Tension here in conversations has been used positively, meaning parents are not tense about wall paint w.r.t Berger Easy Clean.
With 99.5% positive conversations and the campaign over achieving its targets, we successfully concluded the first intervention for the brand while ensuring that the brand communication was received well by the parents.
Top Performing Communities 🥇
Real People Real Conversations 💬
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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