Oziva is one of the prominent brands in the market dealing with health, nutrition, and beauty. With the launch of Oziva kids gummies, the brand is trying to build a healthier, cleaner, and enhanced future for the kids. The gummies are packed with multivitamins and ayurvedic properties to get healthier vision, concentration, enhanced memory, improved learning ability, mental alertness, reasoning and problem-solving abilities, immunity, and better brain function.
Oziva wanted to create organic chatter around their gummies, educate people about its usage, health benefits, and showcase the variety of options they had. The brand wanted to build its association with healthy and nutritious gummies that can enhance brain development, vision, and immunity.
“The brand wanted to build awareness and consideration by building brand RTBs at scale.”
Oziva took an insight-based community marketing solution to build awareness and consideration of their kids' gummies by engaging 74 communities around Parenting, Women, and Health with over 1.3 million members who needed a trusted and easy solution to meet the nutritional needs of their kids.
To drive the campaign, we analyzed the existing conversations in the above communities and observed that:
Based on the consumer insights, we planned to create a campaign focusing on educating parents around the health benefits of Ozivia gummies and how it promotes healthy development in the kids overall growth.
We strategized a two-phase campaign which focused on creating organic chatter and buzz around the benefits of Oziva kids' gummies.
In the first phase, we aimed to create awareness about Oziva kids gummies, its variants, and benefits. This was an admin-led campaign where admins created buzz by asking members to guess the product and further educated them about the benefits by sharing their personal experiences. The guess the product was run as a contest where members were asked to guess the product that offers health benefits and improves the brain, eyes, and body's immunity of kids. This was done to build buzz and introduce the members to the three different variants of the gummies with individual importance and health benefits. The members actively participated, discussed the gummies, and were curious about their usage, benefits, and application. The admins further encouraged members to try the product and share their experiences.
In the second phase, we aimed to create consideration for Oziva kids' gummies by highlighting use cases and addressing parents concerns. The conversations were initiated by admins and they highlighted various benefits of gummies like better reasoning, focus, memory and cognitive functioning, better immunity, vision, and protection of the eyes against harmful UV rays. These benefits encouraged members to try gummies for their kids and also to ask their concerns. The admins addressed members concerns by sharing honest reviews and experiences.
As members started sharing their personal experiences it led to huge influx of conversations and organic UGCs around the brand. By highlighting USPs such as "better immunity" and "ayurvedic herbal extracts," we strengthened the brand's association with attributes like ‘vision support,’ ‘brain development,’ and ‘immunity.’
The product benefits and nutritional properties of the gummies for the kids dominated the campaign and we were successful in helping brand achieve it objective of building brand awareness and consideration.
Community members actively engaged in conversations, participated in the campaign, and shared their usage experiences, leading to a huge number of brand trials and UGCs.
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