SUNFEAST MOMS MAGIC - STAY STRONG MOMS

TitleSUNFEAST MOMS MAGIC - STAY STRONG MOMS
BrandSUNFEAST MOMS MAGIC
Product / ServiceMOMS MAGIC
CategoryD03. Use of Social & Digital Platforms
EntrantITC Bangalore, INDIA
Idea Creation ITC Bangalore, INDIA

Credits

Name Company Position
Jitendra Bansal Sunfeast Moms Magic Brand Manager
Shetanshu Dikshit ITC Foods Campaign Manager
Ranjeet Kumar TP Global Pvt Ltd CEO
Supratik Ghosh Alive India Founder
Kaleem Ahmed TP Global Pvt Ltd Designer
Vedanta Raj TP Global Pvt Ltd Account Manager

Why is this work relevant for Brand Experience & Activation?

Brand activation is the process of driving consumer actions through interaction and experiences centered around the brand and #StayStrongMoms drove the purpose via building experiences and connections. The theme of the #StayStrongMoms campaign germinated with the belief that mother is the warmest superpower, and that Sunfeast Mom’s Magic helps mothers work their magic that makes everything feel right...All 5 phases of CHEER | ENABLE | INSPIRE | DEDICATE & SUPPORT functioned to drove experiences well suited to the current needs of Moms.

Background

• Situation - The Covid - 19 pandemic had left everyone in a state of unprecedented confusion and turmoil. As families tried to deal with the new reality moms had to take it on the chin. They bravely juggled additional responsibilities along with the task of keeping their families happy and cheerful. • Brief - The brand did some social listening and came to the conclusion that moms of the country, their target audience, were under tremendous stress and needed some cheering up. • Objectives -The Brand decided to create a campaign that would provide a virtual support system for all the moms using digital platforms.

Describe the creative idea (20% of vote)

The focal point of the entire campaign was the Mom, the wonder woman who could use her magic wand to make problems vanish. Now, she was under stress and she needed some encouragement. The campaign was divided into five phases - Cheer, Enable, Inspire, Dedicate and Support. In each phase, moms had something new to look forward to. Digital platforms and social influencers were used extensively to spread the word about the campaign. The audience response was tremendous. Cheer involved getting celebrity singers to perform for moms in live sessions on Instagram. Enable was around providing them with health, fitness, and spirituality tips to manage the stress. Inspire involved sharing the inspirational stories of six mothers. Dedicate was about launching a special edition of Mom’s Magic Pack on Mother’s Day. Support created a website staystrongmoms.com that would be a virtual platform for moms to interact with others and exchange views.

Describe the strategy (20% of vote)

• Target audience The target audience of the brand was the Moms of the country who were working hard to keep their families happy during the pandemic. These were Metro Moms in the Top 20 cities of India. • Approach The simple creative and media approach was to keep the moms at the center and create a virtual support system around them. It was important to comprehend that new methods had to be adopted in the view of social distancing norms to reach out to the maximum number of people. It would be a platform that would provide them with fun and entertainment which would lighten their mood. Moms were virtually prisoners at home with restricted movements. It was obvious that screen time had gone up in leaps and bounds. The best way to organize a campaign around Moms in these unprecedented times was to tap extensively

Describe the execution (30% of vote)

• Implementation The live campaign used Instagram was as the main platform while Facebook and Twitter built surround sound. The brand partnered with Alive India, Zoom Studios, MamyPoko Pants, BookMyShow, and 70+ influencers. Celebrity singers, fitness, and spirituality experts participated. Inspirational stories of mothers were shared and a limited edition pack released on Mother’s Day and a website staystrongmoms.com was launched to celebrate moms. • Timeline: The campaign ran from 23rd March to 1st June 2020 (First wave of Covid-19 ) • Placement: The campaign ran primarily on Instagram while Facebook & Twitter built surround sound. We used more than 100+ GDN sites & placements to be present contextually and drive users to live sessions • Scale: The plan was to reach 80% Moms in Top 20 Metros in India and was able to burn 0.2 Billion+ Impressions and reach 85% TG in markets with a frequency cap of 3

List the results (30% of vote)

• Business impact The brand sentiment grew by 18 points to an all-time high of 98 50K+ Units sold. Brand awareness increased by 17% Spontaneous Awareness in by 43% • Response rate 10 lakh+ Organic views, a spike of 338% in mentions Follower base > 25000+ Earned PR in 12 digital publications Trended on Twitter on the 8th day of the campaign. • Change in behavior https://staystrongmoms.com/ was a lasting link that succeeded in building a lasting relationship in the hearts of its consumers. • Consumer awareness There was a spike in search queries for Moms Magic Biscuits by 3X as compared to category brands during campaign timelines. The SOV in the category increased and the brand contributed 80% to the same. Impressions The brand gained 25 Cr+ impressions and drove engagement of 20 Lakhs+. With close to 85% reach at 3+, the brand reached sufficient TG in India.

Links

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