TATA 1mg labs is a state-of-art facility offering the highest quality diagnostic services at the convenience of consumers' doorstep. Their key USPs are assured quality, best prices, and excellent turnaround time.
They believe in providing the highest level of transparency to their customers. Testimony to the quality is the ISO certification, a gold standard in the quality of diagnostics. Their entire team is dedicated to providing the best customer experience and continuously strives to develop solutions to remain in line with the customers' needs.
Tata 1mg Labs wanted to build organic chatter around the benefits of using Tata 1mg labs services for getting high-quality diagnostic services at the convenience of consumers' doorstep.
They wanted to build brand consideration and influence trials by highlighting the USPs like assured quality, best prices, and excellent customer support.
“Tata 1mg labs wanted to build consideration and generate leads for lab testing services by generating UGCs at scale.”
To help the brand achieve its objective, we identified communities where conversations around lab testing, diagnostic services, health checkups, etc., were happening the most and selected the most relevant 34 Health-Wellness and Lifestyle Communities that had over 2.6 Million+ Members from top metro cities.
To drive the campaign, we analysed the existing conversations in the above communities to understand consumers' choices on diagnostic services and their experiences. We found that -
With members discussing the effectiveness of at-home diagnostic services and looking for reviews, we focused on creating testimonials for Tata 1mg labs service at scale and influence trials for the brand services.
Aligning the brand objective and consumer insights, we planned an admin-led campaign and Share of Voice program to create organic chatter and generate testimonials around the quality of services offered by Tata 1mg labs.
The admins initiated the campaign by sharing their experiences with Tata 1mg lab services. They influenced community members to try the service for themselves and their loved ones with a discount code coupon. They posted pictures of themselves and their loved ones taking services of Tata 1mg to create trust and advocacy for the brand among community members. The admins also encouraged members to ask their concerns and questions about the lab services.
The campaign also triggered existing brand users to talk about the brand and share reviews. The community admins and members highlighted the key USPs of Tata 1mg, like convenience, easy-to-use app, well-trained technicians, affordable, etc, while sharing their experiences.
We also launched Share of Voice program for the brand, where we hired brand evangelists from the communities who were already using the services and wanted to share their experiences. The brand evangelists shared their positive experiences with Tata 1mg lab services, answered the queries of members by commenting on their posts and influenced them to try the Tata 1mg lab services. They educated them about Tata 1mg and addressed the key issues which Tata 1mg Labs can solve.
As members shared their experiences with the services, it led to an influx of conversations regarding the brand, health check packages, usage experiences of Tata 1mg Labs and more.
The brand overachieved its targets and received high engagement and participation from community members. Members actively shared their experiences and associated the brand with easy app, convenience, accurate results, and safe.
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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