WARRIORSATWORK INTEGRATED MARKETING CAMPAIGN

TitleWARRIORSATWORK INTEGRATED MARKETING CAMPAIGN
BrandPINE LABS
Product / ServicePINE LABS ALLTAP APP
EntrantPINE LABS Noida, INDIA
Idea Creation PINE LABS Noida, INDIA
Production FOOTLOOSE FILMS Mumbai, INDIA
Post Production FOOTLOOSE FILMS Mumbai, INDIA

Credits

Name Company Position
Praveen Balachander Pine Labs Copywriter
Ragini Dutta Pine Labs Copywriter
Hitesh Razdan Pine Labs Art Director
Sarahana Sanchay Pine Labs Project planning, media planning
Jerry Williams Pine Labs Project management

Why is this work relevant for Integrated?

#WarriorsAtWork was an omni-channel campaign focussed on paying tribute to small businesses that kept India open during the COVID-19 lockdown. The campaign film has a subtle product integration. The campaign's ad film aired on Instagram, YouTube, Facebook, LinkedIn and Twitter. The smaller edits were utilized for digital performance marketing. It was amplified further with a marketing tech innovation that let viewers personalise the film and dedicate to lockdown warriors. Through direct marketing, we reached out to our merchant community with 140,000 personalised gratitude videos honouring them. Each of our payment product - device and app - also showcased campaign communications.

Background

Small businesses were already hit hard by the pandemic. While some adapted, many businesses closed down. And those who kept their shutters open faced a long road ahead. These small businesses were heralded as a new engine of growth for the Indian economy. But, a closer peek into the world of these merchants, revealed that they felt less heard and less valued by the community they were serving. The marketing challenge was to throw light on small businesses that weathered the lockdown, with a subtle product integration story. So, in the middle of 2021, we took charge and decided to do more with the Pine Labs AllTap app. Instead of just selling the product, we were now going to tell the story of those who use the app to keep India open. Our objective was simple - gratitude. A way to thank small businesses that made the new, normal.

Describe the creative idea

This unique vision of celebrating merchants was brought to life with a film. The film, ‘Warriors At Work’, recognised small merchants of India for the risks they take, the extra miles they go, and everything they do to keep us safe at home. This film is about four small essential business owners and how they stepped up when we couldn’t step out. It’s the story of the #WarriorsAtWork who keep India open. The film was then available on a site that let people personalize the opening frame with a custom message and send it to those who kept their lives going during the lockdown. Including the shoutout to our own merchant community, over 140,000 such personalized videos were created and shared.

Describe the strategy

The campaign spoke to small-medium business owners of India across categories such as grocery, pharmacy, and solopreneurs. While AllTap app also targets businesses like electronic shops, furniture, apparel, the categories were consciously limited to essential businesses that thrived during the lockdown and had an emotional appeal. The story shows a typical challenging day in the life of these businesses owners during the pandemic, while subtly integrating product's role by showing its features that help the merchant facilitate quicker, safer payments.

Describe the execution

Three weeks prior to launch, we started teasing the campaign idea within the company. The activations included surprise messages and quizzes on employee portal, intrigue mailers as well as Whatsapp messages. A week before the launch, we teased the film on all our social media channels. Employees and leadership participated to build intrigue. We also had our key external stakeholders participate in the commentary. The main film was released across all our social and digital channels. An internal team was put in place to lead the first few social shares. Two promotional plans were put in place. The first with an objective to build engagement on Facebook, Instagram and Twitter. The second with an objective to build reach via YouTube. YouTube was also set up with a brand lift survey. In parallel, we also used 15-sec and 30-sec smaller edits, hero-ing each payment mode in harder working performance marketing films.

List the results

● 26 million+ social media impressions ● 31% engagement rate vs 20% market benchmark ● 2.8 Mn+ video Views ● 25,000+ app downloads. 51% of people who installed the app also completed registrations. Compared to older campaigns, we saw an increment of 20 pp in completed registrations. ● 144,000+ personalised gratitude video dedications made ● 1.3% Absolute Lift in Brand Awareness The campaign was featured in top advertising & marketing media publications such as ET Brand Equity, Financial Express, Adgully and BW Disrupt. Regional media coverage helped us show our gratitude to merchants in every corner of the country. The campaign achieved 100+ unique media stories in national and regional media, and got an average 16.6 million readership. Media coverage links: https://www.financialexpress.com/brandwagon/pine-labs-new-campaign-pays-tribute-to-frontline-retail-warriors/2291864/ https://brandequity.economictimes.indiatimes.com/news/advertising/pine-labs-salutes-kirana-warriors-in-new-ad-film/84499659 http://bwdisrupt.businessworld.in/article/An-Ode-To-The-Daily-Warriors-Pine-Labs-New-Brand-Campaign/16-07-2021-396848/ https://www.adgully.com/pine-labs-launches-new-brand-campaign-105769.html

Links

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