How Boost targeted kids with video by identifying them using machine learning

Case study by Mindshare for Boost that used the mobile gaming genre to engage its core audiences, submitted under the category: ‘Best Use Of Video’ for LI Content Marketing Awards 2017

The Client

GSK is a science-led global healthcare company with a mission: they want to help people to do more, feel better, live longer. The vaccines, medicines, and consumer healthcare products that they research and develop can improve people’s health and well-being, ultimately helping them to live life to its fullest and contribute to the prosperity of their communities.

Boost is a repertoire brand in Health Food Drinks Portfolio of GSK. It is the first Malt Based Drink in India to use celebrity endorsement to convey its energy proposition and has successfully differentiated from other brands.

The Agency

Mindshare is a global media agency network with billings more than US$34.5 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, team-work and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group. Mindshare India is leading office among the APAC region with key clients like Pepsico, GSK, Lufthansa, Idea, Aditya Birla among many others.

Problem Statement

Boost has been a repertoire brand in the health food drinks category for GSK; its growth fueled by high brand preference and pester power among kids with its communication focusing on taste credentials and sports celebrity. Brand preference (measured through regular brand tracks) is also considered as a lead indicator of sales. In 2016, Boost started facing the issue of “Declining Brand preference” subsequently slowing down growth. This was an indication that somewhere the brand was losing connection with its core TG of kids 8-14 yrs.

Identified Objectives

Boost needed to build a stronger connection with the brand’s TG that helps strengthen kids’ pester and thereby their brand preference. Considering sports celebrities was a key driver for Boost equity, it was critical to find a sports insight from the kids perspective that made the brand more relatable. A look at the  world of sports movies revealed that ‘Hero Worship’ was a dying phenomenon with kids today. They want to see their celebrity as a friend and not as a non-relatable elite athlete.

Boost took this as cue to redefine the sports celeb and kids association for their brand. Leveraging their partnership with Virat Kohli, the brand created long form branded three video-series where Virat was shown training a young kid in a unique and unconventional way.

The objective was to engage the TG with the videos and drive home the brand communication of Boost giving energy and stamina.

The Strategy/Execution

Understanding that kids are more engaged on digital media, we decided to leverage digital media to disseminate the videos. But this came with a challenge- Kids accessed internet in a disguised form- They are either masquerading as an older person or they use their parent’s or sibling’s ID. Though ‘gaming’ came out as perfect genre, but to reach kids via gaming had its own challenge. Gaming is for all, so how do we single out kids from adults on a game?

For this we tied up with India’s leading mobile gaming ad network – Pokkt, which leveraged its proprietary technology to identify and target core TG (8-12 year kids). The technology, first identified kids using contextual relevance. It tagged mobile device IDs of users, who accessed kids related gaming apps. Post this, a twin layer of analytics and smart data was deployed to further ratify a user as kid/Boost core TG. This involved on-the-fly monitoring of repeat content consumption behavior and recording the same using “Machine-Learning Classification Algorithm”. Finally, the ratified content & device ids were mapped with smart data of audience platforms like “Personagraph”.

Campaign structure was split in two segments- Core campaign where we aimed to reach brand TG via video inventory on mobile gaming applications. This was layered with a surround campaign generating conversations and interest among cricket enthusiasts. Campaign was launched with a teaser video released by Virat Kohli himself on Facebook. Cricketers like Manoj Tiwari, R P Singh commented on the post building curiosity. This was followed by first video reveal by Virat Kohli and also video share by R Madhavan.

Each video release was covered by cricketing forum Circle Of Cricket on their Facebook page. Being Indian and SportsKeeda also spread the video on their Facebook pages.

Each video release was spaced 7-10 days to ensure they get sufficient visibility. Also the release was sequential to maintain the story telling format.

Results

  • With 29 Million Impressions and 18 Million video views, the core campaign reached 6 Million unique users.
  • 10 Million of the views were complete video views. This is significant considering the videos were long format 110 secs and 90 secs so keeping users engaged for that long was commendable.
  • Campaign was mounted with a Nielsen ADE study and received some impressive results.
  • 7% lift observed among respondents who would probably consider using/buying Boost
  • High ad recall (86%) along with strong brand registration (62%) observed for Boost Ad
  • The icing on the cake was that Boost touched the highest ever market share historically in South with a 28.4% share in May’17- their biggest market.

Observations/Lessons

Campaign’s success rested on shoulders of mobile analytics based identification of audience online and original long format content which kept the viewers engaged with the brand communication. In today’s time when even digital platform is cluttered with brand messages, we found audience on mobile gaming genre and told them story of Rahul getting expert training tips from Virat Kohli. It was the power of content that even on traditionally non-video platform like gaming, the audience chose to watch complete video and registered the brand message.

The campaign paved way for brand to consider digital as the core platform for engaging its audience and driving the objective of brand love.