social media case study of strepsils campaign - ab montu bolega

Moses Gomes, Digital Marketing Expert

Social Media Case Study



About – Strepsils®

Strepsils is a line of lozenges manufactured by Reckitt Benckiser in Nottingham, United Kingdom. They come in a variety of flavours and are part of the Boots Healthcare International (BHI) brands that Reckitt Benckiser acquired in 2006. As of 2010, it is the largest-selling sore throat product in the world.


About Campaign

Strepsils is about clearing throat & cleaning.


Launch of Interactive Website http://www.abmontubolega.com/

http://www.abmontubolega.com/

Moses Gomes, Digital Marketing ExpertYoutube Video - https://www.youtube.com/watch?v=O7MaUmVqJMg#t=101

https://www.youtube.com/watch?v=O7MaUmVqJMg#t=101


Ab Montu Bolega – Swachh Bharat• Strepsils connected itself to Swachh Bharat Abhiyan

which aims CLEANING.• Taking a step further towards CSR initiatives, Strepsils

launched campaign on social media, especially Twitter requesting followers to send images of uncleaned streets, grounds, beaches, etc with a promise to clean them.

• The tweets has to be done using #AbMontuBolega & #SwachhBharat and reply to @StrepsilsIndia.

• Places which have maximum tweets and retweets would be adopted by the company for cleaning program.


Initiation of the Campaign

• The campaign was initiated with– IndBloggers with contest, as part of content

generating plan. – Twitter – PPC program based on users interest

analytics. This activity had maximum focus on Twitter as they intend to use this platform to launch on other social networks

– Facebook – page activity, requesting to post photographs of uncleaned areas


Analysis

Failures• Through the video and interactive

website promotes on SPEAK UP concept, it failed to connect with audience for all SPEAK UP issues, as it focuses on “Swachh Bharat”

• The campaign was initiated from 1st Dec 14, but haven’t been able to achieve viral factor, since it focused more on blogging and tweets

• Failed to propagate Who is MONTU of “Ab Montu Bolega”, like “Digen Fruti Peeta hai” for Fruti or Balbir Pasha for AIDS awareness

Success• The innovative concept of visual

communication for SPEAK UP for CLEANINESS, worked amongst audience. Cleaning & adoption of playground at Kolkata helped to build better case study for CSR also.

• Achieve success to raise awareness on CLEANINESS on Google search through blogging contest

• If the campaign syncs with vision of Strepsils – Cleans throat, now cleans streets both for better and healthy life.


Conclusion• Involvement of “MONTU” didn’t made any impact to create awareness.• Sticking to only one category makes sense “Swachh Bharat” instead of trying

to promote 15 categories and zero success, being category leader helps. • This brings us to the conclusion that interactive website and video should

have also focused on “Swachh Bharat”.• This would have helped to build the concept which has been acceptable

across different target audiences and geographical societies. Taking this further to adoption of localities, which can be maintained by Strepsils along with branding and initiatives.

• This would have helped them to build viral campaign to whatsapp images of uncleaned societies, streets, grounds, platforms, etc form a lobby around it and pitch to the govt officials for adoption.

• Adoption process should be a BTL activity involving the local people participation in cleaning. (Case study ref - Coke Cola RockCorps)


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Moses Gomes

https://twitter.com/inspectordhola

http://www.mosesgomesblogs.blogspot.in/

http://www.slideshare.net/gomesrelations

https://in.linkedin.com/in/mosesgomes

http://www.facebook.com/moses.gomes

http://www.quora.com/Moses-Gomes

https://plus.google.com/+mosesgomes

http://instagram.com/mosesvgomez