Dabur Honey leveraged a mixture of influencers and celebrities for its social media engagement marketing campaign, #EverydayHoney, to create model buzz on Valentine’s Day.
This case research explores how Dabur Honey constructed model salience by means of an influencer-celebrity combine to unfold the message of affection by means of #EverydayHoney.
The India Honey market is anticipated to develop at a CAGR of 11.00% between 2020 and 2026 by way of worth. Honey manufacturing in India has seen a 200 percent enhance within the final 12 years with sustained efforts and devoted packages like Honey Mission in the previous few years.
In India, beekeeping is being completed historically since time immemorial. It additionally dietary supplements earnings from agriculture, generates employment, and in addition helps in bettering the dietary consumption of the agricultural inhabitants. It offers employment to about 0.3 million rural folks. Honeybees are important in sustaining plant biodiversity and in addition enhance yields of crops by cross-pollination. The variety of beekeepers, beekeeping corporations, and honey societies has additionally augmented, and as of January 2019, India had 9,091 registered folks within the apiary enterprise. India exports 50 % of the commodity and, within the final 12 years, exports have elevated by 207 percent with worldwide demand for honey rising.
Constructing on a legacy of high quality and expertise for 137 years, Dabur India Ltd’s FMCG portfolio contains eight flagship manufacturers with distinct model identities – Honey, Lal tail, Amla, Crimson toothpaste, Chyawanprash, Pudin Hara, Honitus, and Réal for fruit-based drinks.
The digital/social media goal of the model is to drive salience and drive one-on-one engagement with its customers and shoppers.
This Valentine’s day, the model wished to create a dialogue with the viewers & unfold love however with a twist within the story. The model leveraged key celebrities on digital and social media to seed an vital message/fact – rejoice love all year long with the folks round you, and never simply on a selected day however all the times.
Drawback Assertion/Goal Introduction
The marketing campaign was conceptualized to rejoice platonic love and respect the seemingly odd moments that had been enhanced with the efforts and phrases of affection, with the optimism of die-heart followers and supporters. It additional tried to offer a deeper which means to platonic love and rejoice its affect.
To develop a story that will spotlight cases of celebrating love day by day and appreciating those that add sweetness to our on a regular basis life.
Dabur Honey gave a chance to allow the message of spreading love throughout, particularly the followers. To amplify the message, influencers, and celebrities had been roped in. They talked concerning the moments the place the love and affection from their followers, even on an everyday day, made them really feel particular, reassured, and cherished.
It’s these seemingly odd moments crammed with their followers’ love that has made all of the distinction within the lives of those people.
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Because the preliminary steps, the workforce adopted a proactive strategy in the direction of the central concept and the model gained insights from conversations with celebrities and influencers. This helped to make the marketing campaign sharper and in-line with the idea.
In collaboration with Sanaya Irani, Ritabhari Chakraborty, Ishaan Khatter, Siddhant Chaturvedi, and Mandira Bedi, an area for dialogue was created the place the affect of followers’ love and assist of their lives was mentioned.
The initiative tried to thus, display that on daily basis is a day of affection and therefore, on daily basis could be Valentine’s Day.
Conserving the fan base in thoughts, the social platforms chosen for this marketing campaign had been Twitter, Instagram, and Fb, the length of which was 14th Feb to sixteenth Feb.
The marketing campaign garnered over 4,00,000 views on social platforms. It was reposted from all 4 celeb and influencer accounts, amplifying the visibility with over 899 interactions.
The model’s goal behind the marketing campaign was efficiently carried out, with the dialogue about celebrating Valentine’s Day, on daily basis. The conversations highlighted the assist and affect of followers, because the celebrities and influencers acknowledged their efforts and contributions.
Followers reached out to tag people who find themselves their #EverydayHoney within the feedback and had been overwhelmed by the sincerity and reassurance of their private favorites.
Kunal Sharma, Model Class Head, Dabur India Ltd., mentioned, “This yr, we wished the model Dabur Honey to precise that the emotion of pure and unconditional love is past simply at some point of Valentine’s celebration. It’s about celebrating love day by day and appreciating those that add sweetness in our on a regular basis life. We’re delighted that by means of this initiative #EverydayHoney, the model acted as a catalyst for celebrities to offer a shout out to their followers who love them unconditionally on daily basis.”
Ravinder Siwach, Nationwide Inventive Director, Havas Inventive, mentioned, “Valentine’s Day has not solely develop into an vital day for our shoppers however can also be an vital promoting occasion. The day is related to love, heat, and sweetness. We wished to be a part of this dialog because the connotations and associations of today are very carefully linked to our product and class. So, when everybody was about to rejoice the day of affection, we went forward and reminded folks concerning the different days. Don’t we deserve the identical sweetness and love all year long? It demonstrated that on daily basis is a day of affection and therefore, on daily basis is Valentine’s Day. Additionally, the vital bit is we used the insights from the lives of celebrities as a way to make the communication sharper and extra pointed.”