New Delhi :Cavin Kare in collaboration with Jagran Solutions, recently launched a campaign to promote its new product “Nyle Herbal Strengthening Shampoo” in New Delhi.
Nyle Herbal Strengthening Shampoo is a product targeted primarily towards girls belonging to SEC B & B+ category. Vineet Trakroo, Vice President-Marketing, Cavin Kare, explains “Nyle Shampoo is positioned as a herbal based shampoo -in our continuous consumer researches we found a clear opportunity to serve consumers with the unmet need of hair breakage solution through the herbal route. Our R&D dept helped us develop a formulation with the extracts of Almond and Soya which help reduce hair breakage the herbal way. Hence, our product has a clearly differentiated USP of reducing hair breakage through the herbal ingredient source”.
The experiential marketing campaign ‘Mission Strong Hair” was conceptualized and designed by Jagran Solutions. The campaign started with the vision of being a formidable player in the Hair Breakage problem solution space by establishing the USP- natural way to fight hair breakage and instilling superior product experience within the consumers. The activity was targeted at girls’ colleges of B & B+ categories.
Ambika Sharma, National Head Jagran Solutions comments, “The prime objective of the campaign was to create a clear differentiation for Nyle against other hair breakage solutions. We worked on the insight that one feels helpless while experiencing hair breakage and wish to take up a fight against breakages in hair. This consumer insight was converted into activation communication: Mission Strong Hair. We started a mission to eliminate hair breakage on part of end users so that it becomes logical for them to participate in the campaign. This resulted in much better response and a higher ROI.”
The activation campaign was divided into two phases. The first phase was the pre hype and announcement period. The campaign began with making college visits and briefing the Principals about the activity & the product. Post which, a date was decided for the activity with the consent of the Principal. Posters with date & time specifications about the activity were put at high visibility areas across colleges to create awareness.
The second phase’s focus was to provide an experience to the target audience as well as create brand recall. During this part of the campaign, three female Nyle promoters dressed up as commandoes visited three colleges in three days(one college per city per day).They interacted with the college girls at high foot fall areas of colleges like entry/exit points, college canteens. They educated the TG about the benefits of Nyle herbal strengthening shampoo i.e. to prevent hair fall by 50% in the first wash &92% effectively after the third wash. These commandos then handed over the Nyle Herbal Strengthening Shampoo sachets to the girls and stacked 100ml bottles around their waist in place of Bullets. After three hours of sampling the promoters pasted the stickers in the girls wash room to enhance the product recall value.
The campaign created a direct touch point of 3000 girls and can be looked as a marketing tool delivering brand propositions in an intact, novel & controlled manner. The initial response by consumers proved to be an encouraging factor. The company is looking forward to formulate consumer engagement programmes and sampling as a medium to generate brand awareness and trials.