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Introduction
- Tata 1mg labs wanted to build consideration and generate leads for lab testing services by generating UGCs at scale.
- They used an insight-based community marketing approach to create conversations around the benefits and quality of service by Tata1mg labs. The brand achieved this by engaging 34 Health-Wellness and Lifestyle Communities with 2.6 Million members from top metro cities.
- The brand achieved 1760 UGCs, 345 leads for trials, and 82% positive sentiment, along with strong association with attributes like easy app, convenience, accurate results, and safe.
About Tata 1mg Labs
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 Objectives
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.”
Community Marketing Strategy
1. Identifying the best communities for Community Marketing
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.
Campaign Structure
2. Analysing consumer insights from real conversations
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 -
- People discussed and had a lot of questions about the efficacy and effectiveness of the home diagnostic services
- Members wanted to know best price packages for senior citizens and looked for the reviews.
- They seek recommendations and suggestions of brands which provides such services
- Tata 1mg conversations were less than 10% of overall category conversation
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.
3. Community Marketing campaign idea
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.
Solution Types
Static Posts
SoV Program
The Big Beautiful Highlights
- The campaign proved to be a success for the by overachieving all its targets. Tata 1mg received 1760 UGCs, 345 trials, and 6704 engagements (reactions + comments) on the posts.
- The brand received 82% positive sentiment, and 46.9% of brand conversations were around trying Tata 1mg lab services.
- Convenience, easy-to-use app, well-trained technicians, affordable, fast, accurate results and home service were some of the key reasons that came out in UGCs to try Tata 1mg Labs.
- Members strongly intend to try Tata 1mg for themselves, their parents, and family members.
- The campaign influenced many new users' trials. They shared positive feedback about the brand like convenient, quick booking, no extra pricks, safe, and hygienic.
- Members thanked the admins for sharing their reviews for a service that is a must-have for all households
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.
Top Performing Communities 🥇
Real People Real Conversations 💬
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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More Case Studies
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100,000+
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700M+
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75
Countries
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