Challenge

• Business construct: A very Small market on stretch marks and scars

• Consumer construct: There is high incidence of stretch marks but its low on priority in the consumer mind frame

Objective:

• Create category awareness and follow it up with brand awareness

Strategy

1. There were many myths around stretchmark’s that people had as no brand had targeted this space, so it was a good point to cash on and educate them

2. There was a trend of body consciousness. Pregnant women were no longer thinking only about their baby but also wanted to focus on themselves and take care of their body. With B town celebs and models maintaining themselves post pregnancy, everybody wanted to be a Yummy Mummy. Hence we decided to ride on this trend and coined the word Yummy Mummy for any communication on Bio oil, be it the survey or anything beyond that.

3. At the onset, we focused on creating category awareness on the category of stretch marks by creating the Yummy mummy survey

Once the need for the product was created through the survey we focused on creating the need back to the brand from the category. Thus emerged the Yummy Mummy calendar, a Mother’s Day 360 degree consumer engagement programme, anchored by PR

Execution

120 entries in just 5 working days

A pure consumer engagement idea and user generated content.

Outcome:

Yummy mummy started by PR becomes an annual brand property

• The Mother’s day idea from inception to execution had a 12 day window

• The contest idea was clicking a selfie with your baby or baby bump and share on Bio oil FB page.

• 120 entries in just 5 working days without any paid promotion to links

• Without causing inconvenience to the mothers and tiny tots the photographer was sent to the 20 houses of the winner moms. Cost and time effective saving than spending on a 2 day studio shoot.

• Getting Shilpa Shetty on board who happens to be a Bio oil user strengthened the media believability.(She has been quoted in international media in the past stating she’s used Bio Oil)

• Earned media coverage: Over 50 Million rupees reaching the core target audience who read lifestyle and women supplements and online portals

• Category awareness has increased and brand sales have gone up. Sales off-takes picked up once awareness on stretchmarks was created & the product is doing well in the Indian market

• Once we started talking about stretch marks other players also talked the same language, this too helped in growing the category

• Facebook page engagement rate and fan base had significantly gone up post the Mother’s day property creation

• The campaign bagged a Gold Sabre South Asia PR Award & also A certificate of excellence for the same