godrej - Fattack SOCIAL MEDIA strategy
About the brand

Godrej Consumer Products Limited (GCPL), India’s leading FMCG Company, announced the launch of Good Knight Fast Card. They took the educational route of creating a video highlighting the dangers of diseases caused by mosquitoes. 

 

The key challenge here was to regularly disseminate communication about the dangers of Malaria and Dengue. The zone wasn’t very active and was considered boring for daily consumption.

 

GODREJ - FATTACK SOCIAL MEDIA STRATEGY

The objective defined was to now popularize this educational video. Giving it a CSR leg, we defined a strategy wherein GCPL would donate a fast card to a rural family for each video view they got. We created the property Fattack India (Fattack se furr – instant relief) and activated it across pertinent social media platforms; Facebook, Youtube and Twitter. Keeping in mind the category and the objective that was laid down, we devised a sound content strategy that wasn’t only informative but also engaging and fun in nature. We highlighted the core messaging by communicating #DonateWithoutSpending and #OneTightFattack to our audiences. The FB and Youtube platforms was supported with ads and contests.

 

Results: 

  • The campaign was highly engaging as the community size increased to 17k + users and a 208 follower base with an engagement rate of 16% and an organic growth of 15%. 
  • Our content peg #IfIHad216SecondsToLive trended at position 3 on Twitter across India with over 1500 tweets sent to us in a period of 2 days. 
  • As a result of the overall activities, the highest impact was on the increase in video viewership. 
  • Today in less than two months of promoting the video we were at 2.5 lacs video views off which 30% was organic.
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