Client: Hindustan Unilever
Category: Health & Beauty
Many parts of India receive water that is highly contaminated with exceeding levels of Total Dissolved Solids (TDS). Over the past three years, growing awareness on this issue has resulted in higher penetration of water purifiers in the country.
Owing to this growing trend, more branded players are seen entering the category with competitive product offerings that promise improved technology, efficacy claims and even price. Thus, the water purifier category has now become immensely competitive, with unbranded and branded players vying for the consumers’ share of wallet through huge marketing budgets.
In this scenario, the penetration of PUREIT -- Hindustan Unilever’s offering -- with its limited marketing budgets and premium pricing, was stagnating.
The objective of the campaign was to create awareness and differentiation for PUREIT as a brand with better technology and safety standards. The other objective was to generate leads in the form of signups for a home demo. The brand also wanted to tag competitor advertising, so as to create dissonance in the mind of the consumer, therefore making PUREIT a part of the consideration set.
Gaining consumer mind space was very important, as PUREIT is a relatively new entrant with a modest marketing budget. Kent was the largest advertiser in the category and dominated mind space. The other players were all under its shadow.
The target audience for PUREIT is adults, age 30-plus. Typically the Indian housewife initiates the need for a water purifier -- however, the husband, who is the financier for household purchases and generally more technologically-savvy, is the final decision maker. Hence, the brand needed to communicate to both husbands and wives. The woman is the influencer; the purchaser is the man.
To undertake such an audacious task, PUREIT had to outsmart Kent, not outshout it. It did so, by doing the following five things:
Historically, the brand has used traditional platforms like television and print advertising to reach out to its consumers. PUREIT extended media choices to cover digital, owing to the rapid growth of mobile penetration, which has grown by 45 percent between 2015 and 2016. The smartphone user base is as high as 190 million. When compared to households who own TVs at 167 million, mobile was the obvious choice.
Marrying consumer behaviour with clever messaging made for an interesting and differentiated media strategy.
‘TV to Mobile Fingerprinting Technology’ is a programmatic, cross-device platform used to detect brand ads (including competitor ads) on television and then sync 100 percent unduplicated audiences across all devices.
PUREIT tagged all Kent ads during the IPL, across all channels. These were then synced with PUREIT ads, which were about product superiority. The PUREIT mobile campaign was then launched through real-time syncing with the TV campaign of Kent. A call-to-action --asking users to give a missed call if they wanted a home demo -- was incorporated.
Fifteen percent of the overall marketing budget was allocated to this activity as the brand's key goal was to generate leads for demonstration. This campaign was a mobile-first and only campaign. PUREIT used a relevant and growing consumer behaviour, of multi- screen content consumption, for not just advertising and message delivery, but also for actionable results.
The campaign resulted in the following.