Summary
"Omnigel - Hi Laal Tube Hai: A National Triumph from Regional Roots" epitomizes strategic brilliance that propelled Omnigel from regional recognition to a nationally acclaimed brand. This campaign marks a pivotal shift in consumer perception, establishing Omnigel as a formidable player on the national stage.
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 and Moj, 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. Capture: The 1st phase of campaign, we threw relevant poll questions to identify users' awareness about the brand name, their POV on areas of pain, activities that lead to it & their preferred solutions. Convince: With the approach to make regional CAT A influencers our brand patrons, Phase 2 crafted responses from the polls & incorporated them in stories wherein influencers performed identified tasks leading to pain while tactfully establishing "Laal tube" synonymous to Omnigel. Commit: Remarketed wide number of users with contextual ads basis answers they chose in the polls. Convert: Drove the audiences to Amazon to induce product purchase with 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 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 campaign yielded exceptional results, accumulating an impressive 50 million video views with a 2x higher engagement rate and CTR, exceeding industry benchmarks. • The videos garnered over 2 million external shares, indicative of a considerable social impact. • Omnigel experienced an 8% higher lift in brand awareness and ad recall, coupled with a remarkable 51% increase in brand searches on Amazon post-campaign, underscoring a tangible shift in national recognition.
