How Mindshare used influencers to talk about MicroNutrients for Horlicks

Case study by Mindshare for Horlicks that banked on bloggers to educate about importance of Micronutrients, submitted under the category: ‘Best Brand Building Campaign- B2C’ 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.

Horlicks is leading brand from GSK in Health Food Drinks category. The uniqueness of Horlicks nutrition comes from its use of science behind food, to create the best combination of wheat, malt, milk and barley that can be easily digested with a blend of vitamins and minerals. Combining all that is satiating and natural, Horlicks brings to its consumers the essential nourishment of grains and milk which is gentle and safe, and one that can build and strengthen the body, brain, muscles and bones.

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

Horlicks, the leading brand in the Health Food Drinks (HFD) category launched its new ‘Science Backed’ communication. A Research showed that 9/10 kids in India have deficiency of Micronutrients in their everyday food.

But a look at low search volumes for Micronutrients and related keywords showed that there was negligible interest and awareness about the concept of Micronutrients in the TG - Mothers of kids in 6-14 age group in South and East parts of the country.

Identified Objectives

Task was to drive awareness about the 9/10 deficiency issue as well as educate about importance of Micronutrients. However, this was to be done in-line with the business KPI of driving In-target reach.

The Strategy/Execution

The task was identifying mothers online to ensure high in-target reach. Also, to ensure the brand communication does not turn into a blind spot for an audience that is not interested in micronutrient related conversation.

We took the route of content and chose India’s leading Parenting Network Parentune. We engaged Mom bloggers as well as Experts- pediatricians, Nutritionists to write a series of articles around Nutrition needs for a child and Micronutrients. While Mom bloggers talked about their experiences in ensuring nutrition for their child, Experts drove

Brand was subtly embedded in the content to ensure the message was connected back to the brand.

Results

  • Campaign reached 0.6Mn mothers in South market specifically with kids in age group of 6-14 years. 4.06Mn page views driven for the campaign across 10 articles for the campaign.
  • Content was compelling enough for 90% of mothers to move on to related articles post reading the article.
  • Icing on the cake was owing to the sustained conversation on Parentune, there was 15x increase in interest and searches around Micronutrients in the category.

Observations/Lessons

In today’s ever evolving digital world, content and media are converging. We used content to drive business KPI of in-target reach right from Step1. Tying up with Mother Influencers as well as Expert bloggers ensured that the message of importance of Micronutrients was communicated to relevant audience in a receptive environment.

The campaign success paved way for brand to plan a long term advocacy driving activity.