Summary
On the occasion of Women's Day 2021, Réal Activ celebrated the women who Chose To Be Activ. The campaign showcased women who are go-getters but also make time to stay fit and active. The influencer campaign ran from March to June.
Challenge
On the occasion of Women's Day 2021, Réal Activ celebrated the women who Chose To Be Activ. The campaign showcased women who are go-getters but also make time to stay fit and active. The influencer campaign ran from March to June.
Objective
To build the brand message of ‘You Give 100% You Get 100%' and tie it to a topical moment of Women's Day To further build and amplify the brand message and generate relevant conversation around it
Strategy
Working alongside women who balance their work and personal life with ease, but in all the hussle forget to take out time to stay fit or focus on their health, we decided to address this through our influencer campaign #ChooseToBeActiv. We reached out to the Female fitness influencers with whom we set out to motivate women to be active. The appreciation we got on social media was overwhelming and we can say we did inspire women to choose healthy!
Data
After going through various studies, we found out that a lot of socio-economic factors exert a negative impact on the health status of Indian women. Poor health has repercussions not only for women but also their families. The fitness enthusiasts are majorly concentrated in Tier 1 and Tier 2 cities which our brand targets. Having this in mind, we hand picked a few influencers from these specific geographies who could engage these women in a conversation at the very least and inspire them to focus on their health and fitness.
Solution
We chose to show the influencers in their day to day life and routine to create more impact on the audience. While these women were in the comfort of their home, in the gym, or in their work place, one thing they don't forget is to take their daily dose of nutrition that comes with 0 added sugars and preservatives.
Results
The reach was more than 3 times than we anticipated. Our comment section was filled with positive and appreciative comments and choosing the influencers from the specific demographic and geographies hit the bull's eye!
