Categories Name : Special Awards

Sub-Category : Best Integrated Media Campaign - Product/ Services

Entry Name (Campaign) : Moov Advance Diclofenac Gel Launch

Covering Note / Overall Experience

These were the results of an independent study conducted by a trusted 3rd party and found that Urban sedentary lifestyle leading to chronic pain specially Neck, shoulder, lower back.

As a part of the ‘Fit India Movement’ launched by PM Modi on 29th August, hence to kickstart this campaign, Moov India launched the #MakeYourMoov Challenge. It formed the backbone of the launch for the campaign. People had to put in their videos of doing fitness moves that can become a part of their everyday life – something that uses their usual surroundings as a part of the move.

The main objective was to to create a fitness movement that encourages people to inspire their colleagues/friends/family to move more often and not stay seated.

The initiative was taken to spread more awareness of this project along with the launch of the New Moov cream – Moov Advance gel with Diclofenac.

The New Moov Advance Gel is a new formula from Moov that especially focuses on lifestyle pains.

Its main USPs include:

• Contains Diclofenac - Doctor’s No. 1 Recommend Active for Acute Pain Relief
• Advanced and fast working formula
• Created especially keeping in mind the modern pains of today

It has a 3 step action process:

• Targets the source of the pain
• Warming Sensation
• Provides long lasting relief

Concept

Moov Advance wanted to position itself as a product for the millennial consumer who is easily susceptible to lifestyle related pains. To kick-start this campaign, Moov India launched the #MakeYourMoov Challenge. It formed the backbone of the campaign launch. Users shared videos of their fitness moves that can become a part of their everyday life – something that uses their usual surroundings as a part of the move.

The initiative spread more awareness around fitness along with the launch of the New Moov cream – Moov Advance gel with Diclofenac.

Innovation

Moov started hashtag #makeyourmoov on tiktok with the challenge asking people to send in a video displaying their fitness move. we did rich media led innovation where users were asked to Jump 10 times in 8 seconds and with their participation we got to know that “80% of people were unable to complete the challenge. Digital media amplification led to one of the most successful campaigns for Moov ever.

The #MakeYourMoov Challenge garnered over 10,000 video entries across social media platforms like Twitter, Instagram and TikTok, creating a new best by reaching over 3 billion views on TikTok – all over the course of five days (from 20th to 25th September 2019).

Execution

The #MakeYourMoov Challenge garnered over 10,000 video entries across social media platforms like Twitter, Instagram and TikTok, creating a new best by reaching over 3 billion views on TikTok – all over the course of five days (from 20th to 25th September 2019).

The #MakeYourMoov digital media campaign recruited a number of celebrity influencers, including Gautam Gambhir, Arjun Rampal, Malaika Arora among others, all of who shared their unique fitness moves on social media. CAT B and CAT C influencers participated in the hashtag challenge.

Moov engaged with Twitter users with the Conversational Cards and Media Polls format asking about their “body pains”.

The same initiative was transalated on TikTok, where users uploaded their fitness moves and were gratified with a giveaway.

To get more user engagements we also did rich media led innovation where users were asked to Jump 10 times in 8 seconds and with their participation we got to know that “80% of people were unable to complete the challenge and at the end they were shown the communication of “stay tuned”.

With all this hype and buzz going on social media around #MakeYourMoov, “The logical Indian” captured this with an advertorial and social posts.

The hype was created for 3-4 days before Moov came up with the launch of its new product.

The #MakeYourMoov Challenge culminated in a launch event held on the 26th of September 2019 in Delhi. The idea behind launching the product through a fitness challenge was a unique one. Moov wanted to educate their consumers about the dangers of a sedentary, inactive lifestyle as they can lead to a number of acute aches and pains. Hence, a full coverage of on ground event was amplified on media with live promotion on TW and FB where Gautam Gambhir launched the new Moov Advance gel. With the on ground event, celebs started posting the videos on their social handles followed by CAT B and CAT C influencers. This in turn led to the TW trend for a day and we managed to get our hashtag placed in top trends on the day of launch.

With the launch of Moov, we initiated video campaign on YouTube and all leading OTT platforms.

We kick started with TVC video promotion on YouTube targeting only those users who are actually living sedentary lifestyle. So decided to target audience comes under High household income cohort in To expand our reach, we took Sonyliv, Zee5 and Voot as a video partners and manage everything programmatically to minimize audience spillage.

A Sustenance campaign was done right after the launch with two more videos associating major cause of Knee pain is driving and second video is associating excessive Mobile usage cause neck pain and Moov as a solution for you by remarketing users who have viewed video in phase 1.

1 week later, we started custom intent campaign on YouTube with the objective of to build high frequency on the audience who are actually searching or consuming content around neck pain, Knee pain.

Since the campaign was live on TV as well, we retargeted users on their handsets who were exposed to the TVC on TV to build frequency and recall value of the new product. This led to a 50% better CTR than regular digital campaign. We were able to reach out to more informed audiences on digital.

Post the launch, immense amounts of media was deployed. “Moov” sponsored – Pain Management Week on Practo, one of India’s top medical portals, was designed and Moov was the first ever brand to collaborate for such an Audience Awareness Program.

• The program was aligned to reach audiences who have engaged with Practo in the past for
• Doctor appointments in physiotherapy and orthopedics
• Read Content around pain management

This program included emailers, device notifications, co-branded banners and social posts. This was designed to educate people about their sedentary lifestyle and how to cope up with it, marrying Moov’s new product as a solution to all the pains they get because of their lifestyle.

Results

• 81 MN+ reach
• 481 mn+ impressions
• 5.6 BN + video views
• 249Mn+ social engagements and 20K+ conversations
• 3 BN+ video views on Hashtag challenge on TikTok
• 10K+ UGC videos received on TikTok
• 46 % VTR which is 53% higher comparative to industry benchmarks
• Reached 16.47 Mn “SEC A” audience on video platforms onl