Background
1 out 2 women in India suffer from some degree of iron deficiency, but the problem isn’t widely acknowledged or taken seriously enough in India. Iron supplementation isn’t a decision the audiences take for themselves. The habit is predominantly doctor-advised, and in that domain, Livogen leads the market. It is one of the most popular and trusted iron supplements in India and is prescribed by medical professionals across the country.
Market Challenge
In the early stages of 2020, Livogen had reached a saturation point where its consumption from prescriptions wasn’t steadily rising any longer. Adding to this was the onset of the COVID crisis, which was understandably reducing doctor visits that weren’t pandemic-related. So Livogen decided that their way forward was to market directly to the audience, and they made some of their variants available over-the-counter. This was to enable the audience (Females, age 22-40, NCCS A, B) to take care of their own iron levels.
Objectives
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Create self-medication behaviour in the iron supplementation category.
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Position Livogen as the ideal way to fix an iron deficiency.
INSIGHT
What we quickly realised was that one of the biggest barriers to self-supplementation was that no one really knew what iron deficiency looked like. The behaviour was difficult to drive through because the audience had no idea at which point they needed to make a difference in their lives through iron supplementation. The symptoms of iron deficiency could very easily get camouflaged within the rigours of their hectic lives.
Execution
Our campaign was built around helping this audience understand how iron deficiency had crept into their lives and turned them into a depleted version of themselves. It was to help them look out for the nuances, like the extra fatigue while climbing the same number of stairs you did a few weeks ago, or the suspicion that your skin looks a little paler than you remember it being.
The Raho Strong, Iron Strong campaign was focused on telling the audience to keep an eye out for iron deficiency symptoms in their life and then regain the strength that iron once gave them, through Livogen
We also built alternate discovery opportunities for the campaign, through influencers. Since the wide audience included women from different walks of life, we amplified the campaign through influencers from several different occupations and lifestyles. Each of them gave a unique perspective on how iron deficiency affected their lives or how they’ve stayed ahead of their problems. This included Mary Kom (boxer and Rajya Sabha MP) and Mandira Bedi (actress, designer and television presenter)
A burst of paid and organic content helped build up all the lifestyle points where iron deficiency was affecting them. This covered a spectrum of lifestyle aspects - like how it affected their physical activity, how it created cosmetic problems, how iron-rich diets were not giving them enough iron to overcome their deficiency, and how it was harder for mothers to take care of their family.
RESULTs
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Impressions
87.9M
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Engagements
178K
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Reach
36.7M
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Views
76M