Summary
Understanding the audience behavior and the platforms they spend time on, Omnigel excelled in its positioning strategy. Capturing not just the audience's attention but also encouraging active engagement with the creative ensured that Omnigel became synonymous with pain relief, establishing a strong association between the brand and pain relief.
Challenge
The primary objective was unequivocal—establish Omnigel as a national brand synonymous with "Laal Tube." The challenge lay in seamlessly integrating regional recognition into a universal brand association. Overcoming awareness gaps and transcending regional boundaries became imperative for Omnigel's sustained growth and enduring relevance in the expansive Indian market.
Objective
Omnigel encountered a distinctive scenario—local acclaim as "Laal Tube" without national resonance. Recognizing this as both an opportunity and challenge, a comprehensive exploration of nuanced regional perceptions and pain relief preferences laid the groundwork for our strategic approach. This insightful analysis positioned Omnigel at the intersection of recognition and untapped potential.
Strategy
We associated with Sharechat, one of India's fastest growing multilingual social media platforms to reach Tier 2 & 3 audiences. We not only gathered information to understand the consumer behaviour regarding pain relief but were also able to deliver personalised communication, thus driving higher relevance & recall to effectively establish Omnigel hi Laal Tube hai! Executing the campaign in 4 phases, we successfully triggered conversations discussing Omnigel as the Laal Tube on wide social media. It helped in marrying the brand's name to the infamous term. Omnigel's association with Sharechat not only helped highlight the major causes of pain for the users but also helped establish Omnigel Laal Tube as the best solution to every type of pain. Phase 1 commenced with poll cards displayed to ShareChat users. These cards posed questions about prevalent body pain locations, complete pain eradication methods, and supplementary remedies used alongside Omnigel for joint/muscle relief. It featured questions like • In which part of the body does pain often occur? • If you want to eliminate the pain completely, what should you do? • What do you use along with Omnigel to alleviate joint/muscle pain? Phase 2 involved gathering responses to these poll cards. Phase 3 centered on retargeting a diverse user base with personalized ads, aligning with their poll selections. The final phase directed the audience to Amazon, encouraging product purchases through clickable banners and 'Shop Now' CTAs.
Data
The success was deeply rooted in a granular understanding of user behavior and preferences. This insight allowed Omnigel to craft tailored messaging in vernacular language that resonated effectively. The phased strategy not only engaged users but also seamlessly aligned Omnigel with the widely recognized term "Laal Tube," reshaping consumer perceptions nationally and setting the stage for sustained success.
Solution
Results
• The poll cards attained an outstanding engagement rate, doubling the industry benchmark of 0.7%. • The campaign successfully reached more than 7.8 million unique users. • Omnigel witnessed an 8% increase in brand awareness and ad recall, accompanied by a significant 51% surge in brand searches on Amazon after the campaign, indicating a notable nationwide shift in recognition.
