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Introduction
- Godrej Protekt wanted to build brand RTBs and position itself as the no. 1 choice in the hygiene category.
- They used an insight-based community marketing approach to drive conversations around the benefits of having a germ-free house by engaging with 2 Million+ women across 127 Parenting and Women Communities.
- The brand achieved 15K+ brand mentions, 100K+ category conversations, and 10K+ UGCs. The intent-based conversations for Godrej Protekt increased from 81.5% to 96% in just six weeks.
About Godrej
Godrej, one of the oldest Indian consumer goods brands, thrives on its purpose of bringing the goodness of health and beauty to its consumers. To help people live fearlessly in the pandemic-induced new normal, in 2020, Godrej Protekt, India's trusted hygiene brand, introduced a personal and home hygiene range. It includes the Godrej Protekt Air & Disinfectant spray that offers 99.9% protection against germs, bacteria, and viruses.
Godrej’s Objectives
Godrej's wanted to highlight the key benefits of germ protection and maintaining the overall hygiene of our house. They wanted to drive consideration through organic UGCs and topical UGC campaigns around the theme of 'germ protection’.
“ The brand aimed to position themselves as the no. 1 choice in the hygiene category and build brand RTBs.”
Community Marketing Strategy
1. Identifying the best communities for Community Marketing
Godrej took an insight-based Community Marketing solution to create conversations around the benefits of maintaining air and surface hygiene while strengthening the brand positioning. With women being the primary influencers and key decision makers, the brand engaged with 127 Parenting and Women Communities with 2 M+ members.
Campaign Structure
2. Analysing consumer insights from real conversations
To drive the campaign, we analyzed the existing conversations in the above communities and observed that:
- Members were concerned about the possibility of a third covid wave.
- Members shared the precautions they were taking in homes ahead of time to limit surface contamination from airborne particles or from touching surfaces with contaminated hands.
Based on the existing conversations we observed, we aimed to drive conversations around how members should keep their houses clean and ensure that they are germ-free.
3. Community Marketing campaign idea
We curated a two-phased campaign for the brand. In the first phase, admins initiated conversations by sharing their ways and experiences of maintaining air hygiene with surface hygiene with an introduction to Godrej Protekt products and their benefits. They highlighted the importance of germ protection while also keeping our surroundings clean. They encouraged members to share how they maintained home hygiene and also asked them to try Godrej Protekt.
In the second phase, admins shared various use cases of using Godrej Protekt Air and Surface Disinfectant Spray. The admins shared personal stories and experiences on ensuring germ protection, like disinfecting the door nobs, curtains, sofas, etc. They encouraged the members not to overlook any germ cohorts nearby and to ensure that they kept their surroundings clean and germ-free. The admins also used the hashtag #GermsKaKhatma and motivated members to use Godrej products for safety and hygiene.
Throughout the campaign, ‘Germ Protection’ & ‘Fragrance’ was established as brand propositions. The content was created keeping in mind the brand vision and purpose, prompting members to share real-life stories and experiences that helped build trust amongst the community members.
Solution types
Static Posts
The Big Beautiful Highlights
- The overall intent-based conversations for Godrej Protekt increased from 81.5% to 96% in six weeks. While many people who tried it for the first time became actual users, new comments and interest came in for trial intent.
- Brand Share of Voice increased disproportionately during the campaign, aided by UGCs, and settled at 31% post Phase 2, up from 2.2% before the campaign.
- Germ Protection & Fragrance were established as brand propositions
- The brand received 15,569 brand mentions and 96387 category conversations across communities, increasing from 12415 before the campaign.
While we ended the Godrej campaign with a 31% SOV, the brand recognized the potential of community marketing and extended it to its other product legs to create a sustained impact across communities.
Top Performing Communities 🥇
Real People Real Conversations 💬
The campaign prompted members to share real life stories and experiences which led the brand to gain trust among community members.
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100,000+
Communities
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700M+
Members
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75
Countries
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