Summary
Innovation in Messaging and Positioning. The "Groom It Yourself" messaging was an insightful way to position Vega trimmers as enabling convenient at-home grooming for men. The messaging aligned well with consumer insights Integrated Multichannel Approach: The campaign leveraged a diverse mix of platforms and strategies including TVC, digital, social, influencers, PR, and partnerships. The combination created an impactful launch
Challenge
Vega's key objective was to expand & solidify its position in the men's grooming category and create an offering that can increase its market share. Challenge: Building a new association and trust in men's grooming category was a challenge • How can grooming routine at home for men be versatile and convenient How do we stand out?
Objective
Vega has been renowned for female hair grooming and styling solutions for two decades. With this new product launch we want to create awareness that Vega has men's grooming products too.
Strategy
To ensure that content we are generating & producing it is aligned with the audience, as a brand we strategically took two step process. Communication -"India karega GIY" GIY groom it yourself. We took a spinoff of the word DIY (do it yourself) which was very commonly used in our TG (Millennials & Genz) specially during & after the covid Medium & content - Our target audience (Genz & Millenials) consumes social & meme page, hence apart from regular social media like Instagram & FB we chose platforms like Scoopwhoop & meme page for partnership. Additionally to cater the male audience we skewed our influencers towards regionals & tech.
Data
Here are some key reasons why this campaign should be considered for an award: Innovation in Messaging and Positioning. The "Groom It Yourself" messaging was an insightful way to position Vega trimmers as enabling convenient at-home grooming for men. The messaging aligned well with consumer insights Integrated Multichannel Approach: The campaign leveraged a diverse mix of platforms and strategies including TVC, digital, social, influencers, PR, and partnerships. The combination created an impactful launch Buzz Creation and Audience Engagement. From memes to contests, the pre-launch activities generated significant buzz and engagement. The reveal videos also grabbed attention Strong Brand Ambassador Rohit Sharma's association with the campaign as brand ambassador provided credibility and star power. His mass appeal strengthened engagement Tangible Business Results: The campaign led to measurable jumps in key brand metrics like share of voice, sales, product rankings, and market share. This demonstrates hard ROI Brand Building The campaign positioned Vega as a leader in men's grooming, expanding awareness beyond female grooming products. It strengthened Vega's market position Creative and Insight-Driven Strategies: From meme marketing to leveraging the DIY trend, the strategies leveraged creative thinking and consumer insights for impact in summary, this integrated campaign combined innovation, creativity, consumer understanding.
Solution
Results
• Planned - • 45 Mn reach in pre buzz • 10 Mn Video views • 40 Mn Reach in launch • Delivered- • 16.9X increase in share of voice after launch • 9.2X jump in category sales after launch • 10X increase in market share • Ranked #2 for brand-specific searches
