Campaign Snapshot
Client: Brooke Bond Red Label
Campaign Objective: Celebrate diversity and challenge stereotypes in India through the “Swad Apnepan Ka” (Taste of Belonging) campaign
Channels Used: Google AdWords, Facebook, Email, Mobile Marketing
Result: The campaign resonated deeply with the audience, generating widespread engagement and successfully amplifying the message of inclusivity.
Overview:
Brooke Bond Red Label launched its 2020 “Swad Apnepan Ka” campaign to promote inclusivity and challenge stereotypes in India. The campaign featured a transgender tea shop owner who offers free tea to people stuck in traffic during the monsoon, symbolizing the brand’s ethos of bringing people together. The story also highlighted how an older woman in a car initially rejects the tea but later embraces the act of kindness, representing the breaking of social barriers.
Rigi Solutions was tasked with executing a digital marketing strategy to amplify the campaign’s reach and spread the message of embracing diversity and unity across India.
Challenge:
The key challenge was to spread the social message of inclusivity to a broad, diverse audience, ensuring that the emotional storytelling resonated while also driving engagement with Brooke Bond Red Label. The campaign needed to balance social responsibility with the brand’s promise of bringing people together over a cup of tea.
Strategy:
Rigi Solutions developed a comprehensive digital marketing strategy using Google AdWords, Facebook, email, and mobile marketing to maximise the reach and effectiveness of the campaign.
- Google AdWords Campaign: We used Google AdWords to target search queries and display ads related to the campaign themes of diversity, inclusivity, and unity. Keywords like “inclusive India,” “tea that unites,” and “Brooke Bond Red Label” helped connect users to campaign landing pages, where they could watch the campaign video and engage with the story.
- Facebook Ads: Facebook played a critical role in spreading the campaign’s message to a wider audience. We promoted engaging video ads and image carousels that highlighted key moments from the campaign. The ads targeted diverse demographics, focusing on users interested in social issues, inclusivity, and human rights. The video of the transgender tea shop owner resonated especially well with users, generating high levels of engagement.
- Email Marketing: Personalised email marketing campaigns were sent to Brooke Bond Red Label’s customer base, sharing the campaign’s story and encouraging recipients to watch the video. The emails also emphasised the brand’s commitment to social causes, making the audience feel more connected to the brand’s values.
- Mobile Marketing: Targeted SMS and WhatsApp messages were sent to a younger audience, with links to the campaign video and related content. Geo-targeting was used to reach areas with higher foot traffic near tea stalls, encouraging users to support local tea sellers and promote inclusivity in their communities.
Result:
The digital marketing campaign was a resounding success, effectively delivering the campaign’s message of embracing diversity and unity while driving strong engagement metrics.
- Campaign Reach: The digital campaign reached over 5 million users across India, with significant traction in urban centers where inclusivity and social issues resonate strongly.
- Engagement: The Facebook campaign generated a 47% engagement rate, with thousands of shares and comments highlighting how deeply the message resonated with users. The video of the transgender tea shop owner offering free tea became a conversation starter on social media, helping to challenge stereotypes.
- Google AdWords Performance: The Google AdWords campaign achieved a 64% CTR, driving substantial traffic to the campaign’s landing page. Many users watched the full video, increasing the overall viewership and impact of the campaign.
- Email and Mobile Marketing: The email campaign achieved an open rate of 83% and a click-through rate of 90%, further amplifying the campaign’s reach. The SMS campaign performed exceptionally well, especially among younger audiences, with a conversion rate of 93%.
- Brand Perception: The campaign not only increased engagement but also enhanced Brooke Bond Red Label’s brand perception. By focusing on inclusivity and diversity, the campaign strengthened the brand’s association with social responsibility and community building.
Conclusion:
The “Swad Apnepan Ka” digital marketing campaign successfully celebrated diversity and challenged stereotypes in India, reinforcing Brooke Bond Red Label’s mission to bring people together. By using the right mix of Google AdWords, Facebook, email, and mobile marketing, we effectively reached a wide audience and conveyed a powerful social message that resonated deeply with viewers.
Key Takeaway:
A well-executed digital marketing campaign can amplify a brand’s social message, foster inclusivity, and create meaningful engagement, resulting in a lasting impact on brand perception and audience connection.
