The Frustration caused by not being able to conceive, results in self blame and frustration, the realisation that the days they were trying on were wrong and not them happened with they used i-know.
Background
i-know ovulation kits assist in the pregnancy planning process, allowing consumers to identify their best days to get pregnant. With the increasing trends of late pregnancies in India, the adoption of ovulation test kits is anticipated to grow significantly. i-know in India is a category creator in this domain. However the adoption meets with a certain degree of friction as generational advice around pregnancy does not include ovulation test kits.
Problem statement
As a nascent category, the product witnesses friction in terms of widespread adoption. Hence, it was critical to lend the right context to make the product relevant
Target Audience
Our audience is an urban couple, within the age group of 28 to 39. They are partners in rhythm which means they take all decisions as a unit.
Insight
We witness varying shade card of anxieties when it comes to pre-pregnancy planning
Frustration - Pregnancy is a sensitive domain for most couples. Trying and not succeeding often creates a sense of frustration, coupled with a sharp sense of inadequacy.
Misinformation - Pre - pregnancy advice is either scarce, or we witness a lot of misinformation, and is not definitive to say the least. This paired with hearsay and hacks makes it a confusing space for a couple, who is entirely new to this experience
Control - Our TG consists of planners who like to have control on every decision that affects their lives, after trying and not succeeding a couple of times the fear of not being in control increases and adds to the frustration
Execution
The “Are you trying on best days” campaign is based on these insights, we targeted the specific pain points and created a series of brand films that look at this pregnancy journey in a different light. It was then for the viewer to resonate with these points and feel the need for the product in their lives.
The main call to action in all of these films comes at the end asking the audience “ Are you trying on your best days” which leaves the viewer answering this question and i-know emerging as a solution.
Misinformation and hearsay is present on a large scale in this category which adds to the confusion, i-know helps the couple find their best days to get pregnant.
The planning behaviour of a couple trying to get pregnant is highlighted in this microfilm and how i-know adds to the planning process by telling users the best days to try for a baby.
To amplify this narrative further the content on the social media channels has also evolved to created informative content to calm some of these anxieties.
RESULTs
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1,33,26,200 +
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