WHATSAPPING TO FITNESS – THE QUAKER WAY 

TitleWHATSAPPING TO FITNESS – THE QUAKER WAY 
BrandPEPSICO
Product / ServiceQUAKER OATS
CategoryC03. Messaging Campaign
EntrantMINDSHARE Gurgaon, INDIA
Idea Creation MINDSHARE Gurgaon, INDIA
Media Placement MINDSHARE Gurgaon, INDIA
Production MINDSHARE Gurgaon, INDIA

Credits

Name Company Position
Ketchupp D I Infosolutions Pvt Ltd. Manager

The Campaign

WhatsApp is the most widely used app by today youth. Its widely used to interact with friends, share information and to get recommendations on What to eat and from where ? Ketchupp is an emerging food discovery platform that leverages Artificial Intelligence to provide Unbiased dish recommendations & answers your question “What is the best that can be found here” Hence we combined the strength of the two mediums: Collaborating with Ketchupp, Quaker Oats started a 21-day challenge called the ‘Real Fit Challenge’. What made this challenge unique was that the entire activity was deployed on WhatsApp, hence brand could engage with the users one on one.

Creative Execution

The Scale of Execution Using cutting-edge technological solutions Ketchupp on behalf of Quaker Oats engaged with the users. Using a Randomizer tool and a custom CRM interface we were able to schedule specific tasks for users and maintain a one –to- one communication over 21 days Ketchupp guided them with personal queries pertaining to their diet, fitness regime & lifestyle. Since users had opted in to interact and get custom challenges, the interaction rate was very high. Users proactively shared their pictures/video of participation and thank you messages appreciating the activity. The Key Challenges The biggest hurdle was to manage the interaction with the consumers on Whatsapp on a one-to-one basis. We had to ensure that the conversations were adapted in real-time basis user’s inputs and that the user did not end up feeling he was talking to machine.

18000+ interacted with Quaker One to One on WhatsApp to get personalized challenges & goals. Overall the campaign reached out to 4Mln+ Consumers across 9 top cities.   18000+ users signed-up for the challenge, making it one of the most successful campaign for Quaker Oats More than 35% people engaged with the Tasks by sharing daily bytes, photos, and experiences Over 15% of users completed the entire 21-days journey with Quaker Oats completing all the tasks Apart from this over 200 Corporates pledged and participated in the Real Fit Challenge

Leveraging Ketchupp’s expertise in Food coupled with their access to Health Experts the 21 day Real Fitness Challenge was rolled out across 9 key cities – reaching an audience base of 4Mln+ consumers. We used the wide reach of Facebook to make the challenge popular among the youth To encourage participation from more fitness enthusiasts, on-ground activation was done in corporates where they were engaged in fitness activities To open the challenge to the masses, Quaker Oats partnered with HT City and readers were encouraged to sign-up for the challenge

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