Background
Seven Seas is a historically significant brand that is cherished all across the world. It was one of India’s earliest introductions towards everyday supplementation as a habit, and was a nutritional mainstay in households across the country. For decades, the iconic golden pill was chosen by mothers to strengthen the health and well-being of their children.
Market Challenge
Once an indispensable part of the Indian childhood, Seven Seas no longer commanded the position of being an automatic selection in a child’s development needs. Parents gained access to an ever-expanding universe of choices to assist their child’s growth, and Seven Seas was no longer one of their regular picks.
Objectives
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Increase overall consideration for the brand
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Evolve the brand in a way that catches the attention of modern Indian parents
INSIGHT
The brand’s proposition - ‘Fuelling Genius Potential’ was traditionally always about academic genius. It wanted to put the minds of mothers, who wanted their kids to be toppers, at ease.
Parenting, however, had come a long way since then. With changing education and career possibilities, modern parents cared a lot more about the creative abilities of their child, and focused on making them well-rounded individuals. Thus it was important to reimagine ‘Fuelling Genius Potential’ by redefining what should be considered ‘genius’.
Execution
Since Children’s Day was a historically significant aperture for the brand, we decided to introduce the newly evolved thinking of the brand around the occasion. We wanted to use the moment to enable parents to flaunt how their child was this new kind of creatively-driven genius.
The ‘My Little Genius’ campaign let parents capture their child’s creativity and gave it the elevated platform that every parent believes their child’s efforts deserve. Every day, kids invent hundreds and thousands of little things - from rudimentary physical gadgets to works of poetry and art. And #MyLittleGenius was a chance to help these creations get recognized, instead of fading away into just another playtime.
The centre-piece of this campaign was ‘The Museum of Genius’ - a grand destination for all the user-generated content from this campaign. This dynamic social wall, sourced all the entries from parents on social media, and put them on display on the Seven Seas website. All the parents had to do was share an image or video of what their kids had created with #MyLittleGenius,
To initialize participation, The campaign opened with a series of teaser posts that showcased improvised inventions by children.
This was followed by two microfilms, that would go on to help parents understand the participation process and also created the impetus to participate.
To further raise the scale of the Museum of Genius, and make parents feel even more proud to have their children be a part of it, an on-ground event was organized where Raveena Tandon, the brand’s ambassador at the time, launched the museum. This was then broadcasted live across the brand’s social channels.
Augmented Reality
To have one final moment of delight for the campaign, we also built an AR filter that let parents create a warm moment with their kids. This was very naturally socially shareable, and also ensured longer involvement in the campaign, beyond just creating an entry for the main showcase.
RESULTs
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Impressions
28.6M
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Engagements
68k
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Reach
13M
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Views
3.5M