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 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.”
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.
To drive the campaign, we analyzed the existing conversations in the above communities and observed that:
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.
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.
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.
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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