Case Examine: How Duroflex CSR marketing campaign, ‘Present of Sleep’ drove 2Mn plus social attain

Partnering with The Higher India, the Duroflex CSR marketing campaign donated 1 million hours of sleep for kids in want, for the New 12 months.

As a part of the Duroflex CSR marketing campaign, the model inspired their clients to make the gesture sweeter by sending needs which had been then shared with the youngsters together with the donation. The case research delves deeper into the execution and the impression that it created.

Class Introduction

The mattress class in India is without doubt one of the fastest-growing classes presently. Historically led by the unbranded section, the previous few years have seen branded gamers like Duroflex main development within the branded section by way of client training, revolutionary merchandise, and a deep dedication to assist India sleep higher. The class is rising at a CAGR of 7-8% 12 months on 12 months and on-line section is rising way more aggressively. The pandemic additional created lots of consciousness amongst shoppers in regards to the significance of high quality sleep and well being leading to development.

Model Introduction

Duroflex is one in all India’s quickest rising sleep options suppliers with an intensive vary of premium mattresses, sleep equipment, a large retail footprint, and a nationwide on-line presence. This model with over 5 a long time of experience is redefining the that means of high quality sleep by way of research-backed and revolutionary sleep options.

Duroflex CSR Marketing campaign Abstract

Duroflex launched a CSR marketing campaign known as ‘Present of Sleep’ in partnership with The Higher India to supply good high quality sleep for kids in want for the New 12 months. By way of this initiative the model donated 365 model new sleep stations full with a high-quality mattress and a pillow for the youngsters of Bengaluru primarily based Vidyaranya Charitable Belief on New 12 months’s Eve.

The kids on the NGO might now take pleasure in eight hours of high quality sleep day by day on these mattresses — amounting to one million hours of sleep within the New 12 months. The initiative was made even sweeter with Duroflex inviting their clients to ship of their New 12 months needs for the youngsters which had been despatched to them together with their sleep stations.

Drawback Assertion/Goal

A very good high quality mattress is the bedrock of high quality sleep. Nevertheless, not everybody has entry to high quality mattresses and are subsequently disadvantaged of wholesome sleep, a fundamental necessity. On the flip of the New 12 months, the model needed to present good sleep to extra individuals who genuinely wanted it.

Transient

Determine actual wants inside the neighborhood in order that Duroflex can attain out to and make a distinction. Reinforce the model’s dedication to ‘serving to India sleep higher’.

Artistic Concept

Wholesome sleep is extraordinarily important for the expansion and improvement of youngsters, the way forward for our nation. Nevertheless, there are a lot of underprivileged kids who’re disadvantaged of high quality sleep; one of many predominant causes being the shortage of entry to good high quality mattresses and pillows. To assist these kids sleep higher and stay more healthy lives, Duroflex related to philanthropy associate, The Higher India to determine actual wants and current them with the ‘present of fine sleep’ with Duroflex high-quality mattresses and pillows.

Challenges

  • Figuring out the proper viewers who had been within the want of sleep stations together with discovering the precise associate to affiliate inside order to succeed in out to the viewers and to present good sleep to the underprivileged kids.
  • Making certain that the mattresses are manufactured, delivered together with the desires from the client in time for New 12 months’s.

Additionally Learn: Case Study: How Forfurs leveraged social media to create awareness around pet adoption

Execution

Duroflex arrange 365 model new sleep stations with high-quality mattresses and a pillow for the youngsters on the NGO. To make the present sweeter and to offer a chance for his or her clients to partake on this gesture, the model inspired their clients to affix and ship of their needs for the youngsters by way of Duroflex’s web site, social media handles, and thru want boards positioned of their expertise centres. This initiative was additional supported by distinguished social media influencers who additionally shared their heartfelt needs which got to the youngsters together with the mattresses and pillows.

The marketing campaign was additional amplified on social media utilizing content material speaking in regards to the significance of sleep for kids together with the photo-stories in regards to the children on the NGO. Lastly, it was wrapped up with a heart-warming video of children receiving their sleep stations.

Outcomes (Quantitative & Qualitative)

  • Obtained 1000+ messages from shoppers for the youngsters
  • Complete Social Attain – 2 Mn+
  • Complete Engagement – 30K+

CMO Quotes

Smita Murarka, Vice President – Advertising and marketing & E-Commerce, Duroflex mentioned, “Enhancing the standard of sleep and fostering well being and immunity by way of it, has at all times been pivotal for Duroflex. Our imaginative and prescient to make India sleep higher was dropped at life when the youngsters on the NGO got the “Present of Sleep” within the type of brand-new high-quality mattresses and pillows which are important for his or her development and improvement. They had been disadvantaged of this fundamental necessity by way of the pandemic, and we couldn’t have discovered a greater manner to usher in the New 12 months than gifting them what they dream of essentially the most – a secure and comfy sleep area.”

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