Categories Name : SOCIAL MEDIA

Sub-Category : Best Use of Social Networks/ Social Media

Entry Name (Campaign) : Children See, Children Do

Brand Name : Kores India

Metal : Gold

Covering Note / Overall Experience

With the advent of affordable mobile phones, parents are either busy on social media or happy extending a digital screen to their children to keep them busy. According to Ummeed Child Development Center, India, 80% of parents are unaware of the impact of digital screens on their children’s health. Kores’ objective was to highlight this behaviourial problem and make parents realise that what they call quality time with kids is actually distracted parenting.

Concept

Kores researched and conducted a social experiment where children swapped roles with their parents. The video results of the experiment led to the launch of #10MinsWithMummaPapa where they urged parents to spend quality time with their children, and introduced the Kores Stationary Kit; the “Do It Together (DIT) Kit”.

Innovation

Kores released the campaign as an unbranded social experiment. Through hidden cameras, these interactions were recorded, and the parents saw the stark reality of what their children thought of their parenting.
Kores then launched Do It Together (DIT) Kits to promote healthy, synergetic relationships between parents and their children through fun activities that they could participate in together.

Execution

Children role-played as parents, and imitated their play-time with them. With hidden cameras capturing the stark reality, the parents realised the truth. The video was published online for wider reach and an influencer outreach program was initiated. With celebrity influencers like Mandira Bedi and Sourabh Pant joining in, digital conversations took the internet by storm. In under 4 days, the video garnered 3 million organic views!
“Quality time with children” became a buzzword, and 10 million parents pledged to spend more quality time with their children on a microsite specially designed for the cause. To promote the same, we also ran an emailer campaign that received mass participation when redirected to the microsite. To bridge the gap, Kores then introduced Do It Together (DIT) Kits.

Results

We wanted to launch a product, but ended up creating a new category - the Do It Together (DIT) Kits.
- The video garnered 20 Mn+ views across all channels.
- 10 million parents pledged to spend quality time with their children on the microsite.
- 300% increase in brand search volume.
- Kores sold 1Mn DIT kits online.
- 45.8 Cr. revenue generated during the campaign period. - Celebs like Mandira Bedi, Sorabh Pant also took keen interest and participated.