With the winter season just settling in, Sunrich partnered with Nivea to offer a sachet of Nivea Soft Light Moisturizer with every 1L oil pack of Sunrich Refined Sunflower Oil. After a successful e-commerce tie-up campaign during Navratri, we were given the task to come up with a campaign that would help to increase the product sales through social media. Sunrich, being a leading sunflower oil brand from South India, the targeting groups were primarily households in South Indian states like Andhra Pradesh, Karnataka, Kerala, Tamil Nadu, Goa and Telangana.
Winters can be harsh — especially for people with naturally dry skin. With this guiding thought, creatives designed for the campaign showcased how Nivea helps keep your skin smooth and healthy. However, since the objective was to promote Sunrich, the oil packs were made to be an integral part of all creatives.
Executing the Social Marketing Idea:
7 posts were created and promoted on social media over the course of 3 months form December 2016 – February 2017. The campaign ran on Sunrich Facebook page using multiple targeting parameters available on the Facebook media buying tool.
The campaign was executed in two parts – one focused on generating impressions while the other on generating customer engagements.
The social media marketing campaign bore favourable results for the brand with total impressions in excess of 19 million and managed to reach out to more than 3.2 million people. Each post generated a high level of engagement with the total number of engagement being more than 82K.
The campaign also led to online sales queries, with requests for bulk orders and pricing coming from the overseas market too.
This was our second outing with Sunrich where we proved yet again that with correct conceptualisation and targeting parameters, marketers can effectively use the digital platform to not just market their brands but also to generate sales.