Download PDF
Introduction
- B Natural wanted to generate organic word of mouth and build RTBs for its fruit juices.
- They used an insight-based community marketing approach to drive conversations around the benefits B-Natural by engaging 1.5 Million women and parents in 63 women and parenting communities.
- The brand achieved 9K+ UGCs, 4K+ brand mentions, 66K+ category conversations, and 59.91% brand SOV along with a high association of the brand with keywords like ‘Healthy’, ‘Natural’, ‘Healthy for Kids’, and ‘Fiber benefits’.
About B Natural
B Natural is one of India's best and most trusted fruit juice brands. Its entire range is crafted from Indian fruits sourced from local Indian farmers. It is made with 100% Indian fruit and 0% concentrate. Developing B Natural fruit juices does not involve concentration; thus, nutrients are not lost. They have also added a QR code on every pack to spread awareness about the hard work and share the story of every farmer from whom they source the fruits.
B Natural’s Objectives
Being a 100% Indian fruit juice brand, B natural wanted to drive meaningful conversations around fruit fibres and B Natural juice benefits. They wanted to generate product trials among key decision makers like parents, women, and fitness enthusiasts.
“B-Natural wanted to build its organic world of mouth and brand RTBs for its juice range.”
Community Marketing Strategy
1. Identifying the best communities for Community Marketing
B Natural took an insight-based Community Marketing solution to generate conversations and UGCs around the benefits of fibre-rich juices by engaging 1.5 million+ women and parents in over 63 online communities of parenting and women.
Campaign Structure
2. Analysing consumer insights from real conversations
To begin the ideation for the campaign, we first analysed the existing conversations around fruit juices in the above communities. We observed that -
- Members were actively discussing juices that are natural and preservative free
- Members gave and sought recommendations on which fruit juices are best for health and when to have them
- They also discussed healthy drinks to give their kids in the morning and evening
With members actively discussing healthy juice drinks, we focused on creating a campaign to educate the benefits of fibre rich juices in daily routine and especially for the kids while driving conversations and UGCs for the B Natural.
3. Community Marketing campaign idea
The campaign was kickstarted with admins sharing their experiences with B natural fruit juice and what makes these juices a perfect summer partner for them and their kids. They shared the benefits of fiber these juices have for their kids and how they keep the tummies of kids cool in summer. The admins also shared images of their kids having B-Natural juices and encouraged the members to check the various flavours and range of products that B Natural has.
Admins initiated conversations by asking members to share why they would like to try it for themselves and their kids.
As members participated in the conversation with images of their kids having B Natural juices, it led to an influx of conversations and questions about natural fruit juices and the benefits of having fiber-rich fruits, especially for the kids.
With this campaign, we strengthened the association of fiber and being healthy with the brand while continuously educating members about the health benefits of fiber-rich fruits and juices via highlighting the key points in admin posts and actively answering member queries.
Solution types
Static Posts
The Big Beautiful Highlights
- In just 30 days, the brand received 66,870 category conversations, which was an increase from 4305 category conversations before the campaign. The sub-category conversations also increased from 0 to 25,642 conversations.
- The brand received 96.4% of positive conversations about B. Natural fruit juices are healthy, are suitable for kids, are liked by kids, have fiber benefits, with a strong association of the brand with "fiber" and being "healthy"
- The campaign received 45,604 reactions and comments, which was an increase from the 7,956 targets set before the campaign.
- The brand's Share of Voice increased from 5.9% to 59.1% after the first intervention.
The first intervention ended with 4.9K brand mentions, out of which 64.8% were intent-based, and 55.7% of intent-based conversations were around the intent to try B Natural.
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.
.png)
Interested in working together?
Schedule a quick call with one of our strategists and learn how one of our campaigns can guide your customers through each stage of their decision-making process, from activation to conversion.
More Case Studies
-
100,000+
Communities
-
700M+
Members
-
75
Countries
Ready to get started?
Reach out to our experts to understand how Convosight can enhance your existing marketing initiatives
Submitted Successfully
Our team will reach out to you soon.
