Categories Name : SPECIAL AWARDS

Sub-Category : Best Integrated Media Campaign - Social Cause

Entry Name (Campaign) : Vim Black

Results

Vim is among the 20 most-chosen brands in the country, according to the 2022 edition of Kantar’s Brand Footprint. Vim tops the rankings for the brand which gained the most shoppers in 2021. Three out of four homes in India use Vim.

But over the past few years the brand has stepped out of being viewed as a traditional brand and focused on actively steering positive conversations in the society.

Even though Vim Black being a spoof product, the product listed on Ushop- the Unilever website, was sold out within hours of its announcement.

Being in a category like dishwashing, which is considered boring and mundane in their communication, Vim Black managed to get everyone online to talk about this chore and question stereotypes like we intended.

There were over 8100 conversations generated online around the campaign within a week of its launch with 91% conversations in positive sentiment.

INR 3.5M+ of PR value generated
INR 789k+ of Ad value received
27.8MN+ Reach
254K+ Engagement
33.1MN+ Impressions
10.5MN+ Views
500K+ engagement on influencer content
500+ organic memes
46K+ ‘Add to cart’ in the time span of 2-3 hrs
22k purchases
5x traffic on the Ushop website
500+ unique voice skill users in a month
10+ new voice skill users everyday