Summary
Cofsils and Tech Synergy: Building relevance amidst Covid chaos In the midst of Covid concerns, Cofsils differentiated itself from Vicks and Strepsils by employing real-time weather updates. This strategy effectively broke through the clutter of competitors' discussions on respiratory hygiene. Thus through this technological approach, Cofsils successfully linked the brand with rapid sore throat relief, carving its unique identity amidst the competitive landscape.
Challenge
The core objective for Cofsils was to cultivate widespread awareness and indirectly foster mental availability for the product. The aim was to cut through the clutter of the market dominated by established brands and ensure that Cofsils was not just seen but also remembered by consumers seeking reliable solutions for sore throat. By strategically positioning itself in the consumer's mind as a trustworthy and effective option, the goal was to solidify Cofsils' presence and consideration during the critical period of heightened awareness regarding respiratory health. The brand encountered a dual challenge of low SPONT and consideration within a market dominated by major players like Vicks and Strepsils. Also, the rapid spread of Covid-19 elevated consciousness surrounding respiratory hygiene creating a cluttered market environment for advertisers, while Cofsils struggled to secure a significant space in consumers' minds. The pivotal challenge extended beyond visibility; it was about transforming consumer perception and elevating Cofsils as a credible, go-to solution for cough and sore throat amidst the pandemic landscape.
Objective
Amidst the global surge in Covid-19, personal hygiene conversations, especially respiratory care, spiked by 6X. Home remedies for sore throat gained favour, making OTC products like Cofsils, owned by Cipla Health Ltd, pivotal. Competing against industry giants like Strepsils and Vicks, the challenge was twofold: create a breakthrough presence and drive consumer consideration. The pandemic catalyzed a shift towards prioritizing health, boosting demand for sore throat remedies. Cofsils, with its proven efficacy and unique formulation, entered this arena. To tackle this, the goal was clear—establish Cofsils as the first choice for sore throat problems amid the pandemic's evolving consumer landscape. Through these initiatives, Cofsils aimed to carve a distinct niche, becoming the trusted solution in the challenging environment shaped by the pandemic's influence.
Strategy
Our campaign strategy was divided in 3 major steps Step 1: Identification of High-Impact Areas The initial phase involved sourcing information from platforms like AccuWeather to pinpoint regions characterized by colder temperatures and higher pollution levels. These areas posed an increased risk of impacting individuals with cold and cough issues. Step 2: Development of a Data-Driven Model A robust mathematical model was constructed leveraging correlations between cold and flu search patterns and various weather-related parameters. Employing the potency of machine learning, decision trees were fine-tuned to ensure accurate predictions, refining the model's efficacy. Step 3: Technological Integration for Real-Time Insights Utilizing advanced technology, a strategic partnership with mCanvas facilitated the creation of a real-time weather API. This API dynamically showcased live weather updates to individuals engaged in reading news or sports-related content. By integrating weather insights seamlessly into their digital experiences, this approach aimed to deliver pertinent information to users, along with showcasing the benefits of Cofsils to keep away the weather woes. A purpose driven call to action was used on the banners to divert people to e-pharmacies where they can purchase directly.
Data
The campaign's success stemmed from a synergistic blend of creative and media strategies. Creatively, the focus centered on delivering precise weather information to users while highlighting Cofsils' unique capacity to kill bacteria, accompanied by a compelling call-to-action guiding users to the e-commerce platform for purchases. Concurrently, the media strategy targeted audiences engaged in mobile browsing, ensuring the campaign reached individuals at optimal moments. Therefore the weather API played a pivotal role, elevating Cofsils as the go-to solution for quick sore throat relief. By leveraging real-time weather updates, the campaign contextualized the product's relevance, aligning it with prevalent weather conditions and heightened health concerns. This innovative approach resonated with audiences, thus fostering an association between Cofsils and immediate sore throat relief.
Solution
Results
The campaign surpassed initial expectations, garnering an impressive total of 1.63 million impressions, doubling the intended target. Engagement numbers exceeded projections as well, with over 60,000 interactions, again doubling the anticipated engagement rate. Within a brief span of 3 weeks, the campaign successfully reached 500,000 unique audiences, effectively extending its reach and impact. Notably, the engagement rate soared to approximately 4%, significantly surpassing industry benchmarks by threefold. Users exhibited sustained interest, spending an average of 10 seconds or more on the creative content, indicating strong user engagement and resonance with the campaign's messaging. The campaign's impact extended beyond mere engagement metrics, manifesting in a substantial increase in website traffic. The E-commerce platform witnessed a remarkable surge, recording over a 5x increase in traffic compared to non-campaign periods. This surge underscores a tangible rise in consideration among the audience, translating the campaign's success into heightened interest and action towards the product.
