Mr. Archan Banerjee, Digital Marketing Head of Dabur India Ltd shares his insights on Digital Media – An Interview
Q Tell us about your most successful marketing campaign. How did you execute it? Anything you would have changed?
The Dabur Vatika Brave and Beautiful campaign was one of our most successful marketing campaigns in the digital space. In fact, it was a case study by Google as the campaign was done using only YouTube and Facebook.
It’s not often that a hair care brand chooses to take the social path when endorsing its proposition to the people at large. In a gesture that aims to salute the undying spirit of fighters from Cancer, Dabur Vatika launched an emotional ad campaign for this natural hair care brand. Titled #BraveAndBeautiful, the campaign takes a peek into the life of a cancer survivor and the many odds that the person is faced with during this trying phase of their journey. This campaign traverses the journey of one such survivor and propagates how prompt and genuine support from family and friends can help the survivor gain strength to battle all odds.
the 4-minute-long Vatika Brave & Beautiful campaign was launched only in the digital space and within 6 days of its launch, it received 2.8 million views across various digital platforms, over a lakh shares and close to a lakh comments. People, particularly those who have defeated cancer or know someone in their family who has go through the same ordeal, started sharing their experiences on the digital space. Impressions for the #BraveandBeautiful campaign on Twitter crossed 168 million, while unique reach of the tweets with the hashtag #BraveAndBeautiful and #TuFaulaadHai crossed 14 million. The video was viewed on YouTube over 5.5 million times.
When this campaign went viral in the Digital media, people, particularly those who have defeated cancer or know someone in their family who has go through the same ordeal, started sharing their experiences on the digital space. Some of these stories were put together in the form of a Coffee Table Book to inspire millions of others who are fighting this dreaded disease today. A special event was also organized where these cancer survivors were invited and felicitated. Dabur Vatika also created a special product — Dabur Vatika B&B Shampoo — which is completely chemical free and is clinically proven to be mild on sensitive scalp. This product was distributed free to the cancer survivors.
Q What are the few marketing strategies you have adopted in your company which set you apart?
At Dabur, we focus on four elements in digital to ensure greater impact for our brands communication: Brand Engagement, Advocacy, E-commerce and Content. We use these elements depending on the brand or category to deliver maximum impact.
Dabur has embraced technology in a big way to better reach out to the modern-day consumer and better service her needs. By creating interfaces on the digital social platform, Dabur as an entity and its various brands are reaching out to consumers, interacting with them and, in the process, enabling them to become our brand ambassadors. We follow an integrated marketing communication approach where all the various touch-points like TV, Print, Radio, Digital and even Point of Sale communicate the same message.
We believe that content is key in digital communication. Content that is engaging and build dialogue with the consumers is what drives any digital brand campaign. With this background, Dabur has invested in creating content warehouse for its brands by developing these interactive websites addressing the three core verticals of Oral Care, Skin & Hair Care and Health Care. We have created four dedicated portals – www.daburmediclub.com, www.liveveda.com, www.mybeautynaturally.com and www.daburdentalcare.com.
Q What are the latest trends in marketing?
Influencer marketing is an emerging trend, particularly in the digital space today. At Dabur, we have been sharpening our focus both in the marketplace as also on social platforms that are frequented by the millennials. Influencer and advocacy programmes are becoming an integral part of our social media strategy. The youth today have been seeking natural remedies & solutions for a variety of issues, ranging from Weight Management to Skin and Hair Care. With our advocacy programmes, we are seeking to interact with thought leaders and experts and make them brand ambassadors, resulting in credible and user-generated word-of-mouth publicity for our brands and products.
Q How has experiential marketing benefited your brand in terms of ROI?
We have seen good business results from our various digital campaigns. One of our successful influencer programme on Twitter during the year was #ILiveNaturally, which sought to promote nature-based solutions and Dabur’s range of products as an answer to the myriad health and beauty-related queries of today’s youth. This campaign helped us get around 26,000 brand mentions across different categories.
#TheRedDare by Dabur Red Paste was another successful influencer programme that sought to create excitement in the toothpaste category by challenging the influencers to brush their teeth in the strangest and weirdest places possible. The campaign went viral with the hashtag trending in India at No. 4. These initiatives not just improved brand loyalty, but also increased brand recognition and conversion rates.
We have also leveraged live and topical moments on social media platforms to drive awareness about our brands. For instance, during the Dengue and Chikungunya outbreak last year, we ran an awareness programme on Twitter called #HelpPreventDengue. This initiative sought to create awareness among the public about effective prevention from mosquito bites and mosquito-borne diseases while establishing the fact the Dabur Odomos offered complete protection from mosquitoes during day time and outdoors, where most conventional mosquito repellants do not work. This digital initiative was a part of the brand’s mega ‘Out of Home’ protection campaign that won the Silver Effie Award.
Another such initiative was the #ImmunityForYou campaign with Dabur Chyawanprash, which we ran on Twitter to establish the connect between Dabur Chyawanprash and building immunity to fight against various flus and viruses.
These purpose-driven digital campaigns are increasingly making their presence felt and have complemented similar initiatives run both on traditional media as well as on-ground.