Summary
Asian Paints, market leader in Paints Category, for the first time forayed into Adhesives, a sector in which Competitor enjoyed a long standing monopoly & brand loyalty. Entering into a market which is dominated by competition enjoying a lion's share was tough. There's an opportunity of every new enterant always, but gaining market share from the first go is difficult, especially in the peak season where the competition had already launched a promotional campaign.
Challenge
Asian Paints, leader in paints category, for first time was launching its super glue i.e. Loctite Quick into the market. During the same period, the market leader Fevikwik had started their promotions.
Objective
The goal was, 1. To announce the brand Loctite Quick in-to adhesive market 2. To build positive brand perception & drive consideration among the audience looking for a product in the category. 3. to ride on the power of the competition brand & still be visible to the audiences looking for a product in that category.
Strategy
Step 1 – According to a recent consumer survey 91% of people say ‘ads are more intrusive with the advent of digital'. Considering that we had a Launch planned & above fact made our task even more difficult. We studied that consumers are most receptive & wait eagerly when a particular page is loading. Also, as a matter of fact there are ‘No Advertisers' during the loading of the page and publishers do not allow any advertisement during this time. The impossible was made possible. Our Media Strategy was ‘We made Publisher Content Our Content' Step 2 – We made our presence on the back of Fevikwik's Campaign and rode at their expense. The First Insight being whenever there is a new campaign released on TV there is a huge surge on Google Search. Fevikwik was launching a new campaign " Phenko nehi, Jodo" The Second Insight was most consumers type in wrong keywords in the Google Task Bar, Google's Algorithm throws a phrase "Did You Mean… ?"
Data
With evolution of digital, there has been a rise in: • Searches in the category • Product usage videos – User generated content • Product information The campaign was planned to reach all those who have been searching for the product in the stationary glue category to be present basis relevancy & avoid spill overs.
Solution
When an eager viewer was opening their favourite OTT, the loading page opened with a communication that Loctite helps to have their content fixed. Our brand communication "Jode Instant Rakhe Permanent" was a part of the content every single time the viewer opened any new show. Neither was it intrusive nor was there any clutter and top it all, We were the Only advertiser. We carried this on several Top Websites as well. After watching the new ‘Fevikwik' TV Ad, consumers typed in the Keyword "Feviquick" And the rest is History! Bidding was done on Feviquick equivalent keywords and we made an innovative copy: "Did you mean Loctite Quick" Our job was done. The most important thing was "It looked to the consumer the entire activity as Organic and as per the recommendation of Google". Asian-Paints had no role/advertising to play on this campaign. The Top Content Providers to the likes of Jagran, First Post News 18, Zee came together to host us. We were present at over 25+ websites across languages and regions Leveraging the regional capabilities of OTT & native platform, regional content was curated to drive indigenous touch, which resulted in the better engagement rates. This helped us not reach the Metros, but also the Tier 2, Tier 3 and rural areas of the country. This entire thought was consumer led and the innovative strategy was built keeping in mind "Consumer First Strategy" The audience came in to search for Fevikwik and we made them consume the content and brand that of Loctite Quick. Campaign achieved a huge scale as we used the terms with erroneous words which had a cumulative search volume of 10X compared to the original term.
Results
Showing a search result similar to Google's recommendation than just a simple ad copy was a well-received. • Loctite Quick search volume grew by 45% • CTRs were 30% higher – Similar to what one gets by ranking at position 1 organically • 30% higher impressions were served at a lower cost than estimated • Total awareness increased by 44% & consideration for the brand grew by 21% • We reached approx. 30Mn+ by this campaign. • Interaction rate went up by 200%
