From affiliation with Kolkata Knight Riders to shifting focus to speak with the youth, Medimix advertising technique includes going huge on social media. We glance into why.
Medimix is a model in transition, working in direction of making a stronger digital presence. They’re pivoting their communication to change into and keep related amongst youthful audiences. Social media, digital, and e-commerce are among the most necessary instruments at their disposal to take action. We speak to Ashish Ohlyan, Head of Advertising, Cholayil Pvt Restricted to grasp the Medimix advertising technique in-depth.
In 2019, Medimix relaunched its face wash vary with a shift in its model positioning. May you inform us concerning the efforts which were put into this and in the event that they have been impacted because of the pandemic?
The relaunch of our Face Wash vary was deliberate for the start of 2020 however as a consequence of pandemic, it was stored on maintain. We’ve got a giant advertising push lined up within the coming monetary yr with a 360-degree marketing campaign on-line and offline. E-commerce may also play a big position in selling this new vary of Face Wash. Lately we had launched our personal e-commerce portal, which may also play a key position.
Medimix is a legacy model — ow does this influence your advertising communication and technique if you end up speaking to Gen-Z?
A model has to always evolve itself to stay related throughout goal teams. We’ve got deliberate our repositioning in such a fashion that our relevance amongst youthful shoppers improves with out alienating our loyal customers. We’re on a journey to attain this with our fixed endeavours on this path, together with aggressive digital advertising and e-commerce.
How has the affiliation with Parineeti Chopra benefited the model?
Parineeti is a youth icon at present with an enormous fan following on social media. As a model related to such an icon, we’ve got seen constructive outcomes due to it. Not solely in enterprise however in model imagery additionally. Medimix has began gaining recognition amongst youthful audiences as they relate to the younger model ambassador.
What’s the significance of influencer advertising for Medimix? May you inform us about among the current initiatives/campaigns?
The final notion is that huge influencers deliver credibility to the model. Nonetheless, off late, we’ve got seen that influencers are dropping their sheen as they endorse one model at present and one other tomorrow. It seldom helps a model acquire a bonus. Due to this fact, we need to depend on small influencers for promotions as they provide our model higher outcomes. We haven’t invested a lot on this path however going ahead, we’ve got huge plans to always interact these smaller influences to construct real credibility for Medimix.
What’s the significance of trending codecs within the Medimix advertising technique?
Second advertising is a good way to construct instantaneous recall and place the model on the floor. Nonetheless, all trending codecs don’t swimsuit a private care model. We critically consider earlier than collaborating in order that it doesn’t harm the emotions of our clients.
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May you inform us about Medimix’s affiliation with Kolkata Knight Riders? How did it profit the model? Was there one thing distinctive concerning the workforce or town that made it a great match for the affiliation?
KKR affiliation was primarily to advertise our model in japanese markets. Our presence within the east is just not huge and as a enterprise technique, we needed to deal with that market and construct a powerful presence there. We promoted our affiliation with KKR closely by way of a multimedia method and we received an incredible response from the market.
What position did social media play for Medimix by way of the pandemic?
Social media performed an enormous position for us as we had launched two merchandise in the course of the pandemic — Hand Wash and Hand Sanitizer. Since TV had no new content material and the viewership on GEC was not performing, digital and social media was the one option to attain out to potential clients and create consciousness concerning the new product launch. The demand for cleaning soap went up considerably in the course of the lockdown and we additionally supported our best-selling product class by way of social media by releasing a number of digital movies and varied different content material items.
How do you measure RoI to your advertising communication, particularly on social media?
One of the simplest ways to guage ROI is to see the type of model love you get by way of the standard of engagement in your posts. We do consider our campaigns on varied parameters like engagement and CPC too.
What sort of content material labored greatest for Medimix final yr on social media? How did the model align its communication to the wants of the individuals? What are among the stuff you had to remember?
The content material that labored greatest have been self-care suggestions. As most individuals have been at dwelling and merchandise weren’t simply accessible, we launched a collection of self-skin care suggestions involving do-it-yourself components. As a accountable model, client’s curiosity got here first and therefore slightly than selling merchandise like cleaning soap and benefiting from the scenario, we relied on client consciousness actions on how one can stay protected in the course of the lockdown.
That are the merchandise you deal with probably the most with regards to social media advertising?
All of the merchandise in our product portfolio are promoted on social media. We just lately launched a marketing campaign urging clients to ditch their regular soaps and change to Medimix Glycerine cleaning soap. To accentuate the marketing campaign attain, we additionally collaborated with common vogue and way of life influencers corresponding to Kusha Kapila, Niki Mehra, Saloni Sehra and Aashna Malani to drive a motion towards the usage of chemical-based merchandise. In addition to, the model is constantly working a #MedimixSoftSkin Problem throughout social media platforms, urging shoppers to check out the product.
There was a hike within the variety of manufacturers promoting natural and ayurvedic merchandise. Do you see this impacting Medimix and its market share? Does being a legacy model assist in such a situation?
Medimix is a greater than 50-year-old model and has remained one of the identified manufacturers within the Ayurvedic area. There was a larger quantity of consciousness about Ayurveda within the current previous and shoppers have additionally began preferring pure merchandise. This has helped Medimix to develop, similar as different manufacturers. Having stated that, there’s nonetheless an enormous scope for everybody to develop and improve the scale of this phase.
What does 2021 appear like for Medimix, by way of advertising initiatives?
We’ve got a slew of merchandise lined up for launch and the brand new yr seems nice. The pandemic impact is slowly decreasing and regular life is coming again on observe. We’re engaged on our Face Wash relaunch and some different merchandise with a multimedia marketing campaign. Digital advertising, direct to client and e-commerce might be pivotal to drive the expansion on this yr and we’re investing closely in these areas.