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Product Launch Case Study:
Product Category: Consumer Packaged Goods (CPG/FMCG)
Product Type: Hot Beverage
Launch Geography: India
Client Ask: To introduce a new hot beverage brand
Challenges:
- Crowded Product Category
- Difficult to achieve adoption because of established hot beverage preferences
- Client wanted a disruptive, innovative, never seen before product launch
Solution:
Creating vast amounts of long form original content in the form Blog Articles to dominate Google search for Target Keywords
Creating Social Media Profiles for the Product across all social media channels like Facebook, YouTube, Twitter, Pinterest, etc.
Heavy Omnichannel Advertising presence in OOH (Out of Home/Outdoor Media), TV, Print, Web
Internet Advertising presence was anchored by paid advertising on Google, MSN, Yahoo, Facebook
- Gamification - we created an interactive jigsaw puzzle which was driven by the insight that Theanine - a property of Green tea, helps with mental focus. We felt that jigsaw puzzle was both interactive as well as required mental focus which aligned with the brand & product properties and customer benefit statements. Given the media habits of the target audience at the time, this solution was most inclusive and would capture and engage the widest group of customers ranging from 18-35, 35-55, 55+ age groups
Outcome:
The Product Sold Out in Retail and Wholesale Nationally in India, twice, back to back - two months in a row. Something that has never happened before in the Hot Beverage Product Category nor in any category offered by the Fortune 500 Global CPG/FMCG company
Entry into the Guinness Book of Records for the World's Largest Online Interactive Jigsaw Puzzle with over 3000 interactive pieces
The Media Innovation Online Jigsaw Puzzle at one point had 300,000 active users at a single time