VICKS-TOUCH OF CARE

Bronze Spike

Case Film

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TitleVICKS-TOUCH OF CARE
ClientP&G
Product/ServiceVICKS
CategoryE01. Integrated Campaign led by PR
Entrant20:20 MSL Mumbai, INDIA
Idea Creation 20:20 MSL Mumbai, INDIA
PR 20:20 MSL Mumbai, INDIA

The Campaign

Vicks in its new film brought to the spotlight a unique relationship built on care, devoid of age, economic status, caste/creed and gender. For Vicks, as a brand to acknowledge and embrace the renewed definition of family, the narrative of the digital film had to be real and pushing the boundaries of conventional families. The idea was to give the audiences a thought-provoking message that would tug at one's heartstrings. Consequently, the film #TouchOfCare shares a heart-warming real-life story of Gauri Sawant, a transgender who takes on the responsibility of a young girl Gayatri. With this campaign, Vicks has taken a progressive step to portray that care transcends all stereotypical boundaries and is heartfelt. The idea was to trigger conversations about families formed by care. And that the #TouchOfCare extends beyond biological ties

Execution

- On 30th March 2017, the digital film was released on Vicks India's YouTube channel & Facebook page. Since the first 24 hours were crucial for getting positive reviews for the video, we reached out to New Age and key A&M media for driving positive views for the video - Engaged with leading consumer media and general interest news channels to interview Gauri to bring alive her and Gayatri's journey of being 'a family' resulting in more video views - Media houses were encouraged to share Gauri's interviews and video link on their social media pages, which boosted video views - Roped in over 10-15 Celebrity influencers along with popular mommy bloggers to join the conversations and express their support on social media, on purely pro bono basis - We took Gauri to TED X platforms, 'Kaun Banega Crorepati' and other credible national and International forums to fuel conversations

Business Outcome: o 8% increase in brand recall o 23% increase in sales o Vicks was the winner of UNFPA-Laadli Award 2017 for gender sensitivity o Won the Brand of the Year (Jury special commendation) at the India Business Leader Awards (April 2018) Media Outcome: o Within 48 hours, PR alone generated 4 Million+ views (Only 13% of overall views came from inorganic push) o Garnered 38 million video views; 116 Million Impressions o Generated over 2 Million+ interactions on social media o Earned media value of 3 million USD; 600 million impressions o Vicks film was no.#5 on the global YouTube Leaderboard 2017 o Film was showcased at New York Times, Women in the World Summit o Vicks film played for NO COST in the Indian version of 'Who wants to be a Millionaire' show on India's leading GEC-Aug17 o Associations like UN-AIDS-Asia Pacific, UN Women and Influencers like Shashi Tharoor (renowned Indian Politician), Virat Kohli (Ace Indian Cricketer) and Bollywood celebrities- Karan Johar, Vidya Balan, Anupam Kher, Tisca Chopra, Lara Bhupati, Soha Ali Khan, Krystel Dsouza, Mahesh Bhupati, Vidya Balan, Shobha De, Karan Johar & Nimrat Kaur joined the conversation on social media (pro bono) Audience Impact: o Generated over 2 Million+ interactions on social media

The Situation

Vicks #TouchofCare campaign demonstrates the power of integrated PR in taking a geography-specific (India) story to millions across the globe. While the role of PR was to amplify the film in media, we went beyond traditional media and took the story across credible national and international forums to generate greater visibility for the campaign. Through our efforts, the protagonist Gauri Sawant, became a household name striking an emotional connect with 'Family is where Care is'. With no promotional investment, we ensured meaningful conversations that were appreciative and respectful towards unconventional relationships nurtured by care.

The Strategy

Acknowledging these evolving dynamics, Vicks- a brand for 'all' decided to be the beacon of hope by recalibrating 'family' in modern times through #TouchOfCare. A digital film was crafted based on a true story and the transgender from the story, herself was made the protagonist in the film for a greater impact. Subsequently, the PR strategy orbited to drive conversations that are appreciative and respectful towards unconventional relationships nurtured by care. The approach here was to do sharp media targeting (new age media and A&M media for positive video views), go beyond the traditional media, engage with influencers from different walks of life and take Gauri's story across credible national and international forums to generate greater visibility for the campaign and make protagonist 'Gauri' synonym to Vicks Ad Mom. The media was a strategic mix of social platforms, online and traditional media (radio, newspapers, TV).

Credits

Name Company Position
Ajay Thrivikraman Creative Agency: Publicis Singapore Chief Creative Officer, Global Clients
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