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.
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.”
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.
To begin the ideation for the campaign, we first analysed the existing conversations around fruit juices in the above communities. We observed that -
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.
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.
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.
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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