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Prega News – Celebrating Motherhood on Mother’s Day 

Challenge – Breaking communication barriers and having maximum people engage with a “pee stick” brand on Mother’s Day.

 

The strategy – Striking the emotional chords of the audiences through a 2 part campaign:

  1. Hosting 2 contests:
  1. Asking the audiences to send a video message for their mothers. 
  1. Fans were also asked to share their photographs along with a message for their mothers, which would then be converted by the brand into a personalised letter and delivered to their mothers as a surprise
  1. Sharing a video showing a lil girl preparing a special mother’s day gift for her mother. 

The main idea was to bring about the fact that while our mothers do so much for us selflessly, everyday, what do we do in reciprocation?

To communicate to the audiences that it’s the smallest gestures that can make a big difference in our loved ones’ lives & how we should value our mother the most.

The outcome – An overwhelming response from the audiences who sent over 150 emotional entries (videos and images), for their mothers. Men participated in the contest too, as per studies, men are the buyers for the product as well. Hence, the brand successfully engaged both women and men.

0.1 million people reached on Facebook.

23,000 + views on the video.

 
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