Background
While still the beloved iron supplement across India, Livogen was one of the several brands that were significantly affected by the onset of COVID-19. With our audience understandably unwilling to risk doctor visits, the brand had lost out on the key mentions and prescriptions that would come from health-care practitioners.
Market Challenge
Health-care practitioners were the primary route for the brand to reach the end consumer. However, as the circumstances made it difficult for the brand to reach out to them, recommendations from HCPs had seen a 50% dip. The lack of visibility was reducing Livogen’s relevance in the life of the audience, and it was necessary to counter it through the brand’s digital channels.
Objectives
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Increase visibility for Livogen in the lives of its audience
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Highlight the growing impact that iron deficiency was having in their lives
INSIGHT
Our audience, even when their lives are significantly affected by symptoms of a condition, will not acknowledge their symptoms until they are zoomed in on and pointed out. Our role thereby became that of helping them discover and acknowledge their symptoms in this situation.
One of the primary symptoms of iron deficiency is its tendency to drain energy and create a persistent sense of weakness. It turns simple daily tasks into herculean ones. This results in our audience never being motivated to go that extra mile in their lives. They cannot be the strength of their family like they once were, and they feel low from not being a fulfilling addition to the world around them
Execution
The primary campaign message - Break Free with Livogen - encouraged the audience to shake off the shackles that were holding them back and leave that life of weakness behind. It was to give them the impetus to break free from iron deficiency.
It was important that this campaign fuelled a movement amongst our audience. So we integrated a hand gesture into the campaign that became a symbol for those doing their part to raise awareness about iron deficiency and its symptoms. To help this gesture-driven movement reach the widest possible audience, we amplified it through influencers from different walks of life. The reach of the influencer videos were further extended through interventions on OTT platforms and YouTube bumpers.
The educational brand-out content utilized exaggeration to showcase how much the effects of iron deficiency scaled in our daily lives. It made ‘morning walks feel like marathons’, ‘climbing steps feel like climbing Mt. Everest’ and ‘moving a sofa feel like moving a car’. This made the symptoms more relatable for the audiences.
To ensure that the brand has its presence across all relevant touchpoints, 6 second bumpers were published on YouTube and OTT platforms like Hotstar to capture the attention of the audience. This was particularly important as the pandemic had previously driven up content consumption on YouTube and OTT services.
The pandemic-induced lockdown also led to an increase in viewership of news and entertainment channels. Leveraging this behaviour, we ensured that Livogen was present on some popular news and entertainment channels to aid brand recall. These channels included Aaj Tak, ABP News, Zee Cinema and Star Gold.
As a part of the awareness campaign, Livogen also extended the cause to educate female students from secondary school about iron deficiency. Capturing their attention at an early stage was an attempt by the brand to help them remember iron deficiency and its symptoms at a later stage in their lives.
RESULTs
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Impressions
46.2M
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Engagements
95K
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Reach
30M
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Views
4.5M