Categories Name : STAGES OF BRAND BUILDING

Sub-Category : Customer Experience

Entry Name (Campaign) : Britannia Milk Bikis Nicknames Contest

Results

The Tamil Nadu-exclusive 360-degree campaign spanned diverse channels, including a 20-second TV commercial on YouTube, 8 on-air TV slots, and print features in 4 Tamil and 4 English newspapers. Additionally, the campaign leveraged on-pack promotions with 6 unique Limited Edition formats, point-of-sale posters in retail and modern trade, a contest microsite (milkbikiscontest.com), and AI-driven re-targeting via WhatsApp to re-engage dropouts from the consumer site. Bilingual social media content on Facebook and Instagram blended Tamil and English, employing a mix of social influencers and meme marketing.
Participation involved scanning QR codes, online registration, sharing a child's nickname story through a selfie video, and entering for a chance to win a family holiday in Dubai.
1. Market Share and Sales Growth: o Monitored market share data to evaluate Britannia's position. o Tracked sales figures and revenue data to gauge the direct impact on product sales.
2. Brand Engagement and Awareness: o Achieved a substantial audience with 31.5 million reach and 9.4 million participants, indicating high brand engagement. o Increased specific product awareness by 7%, from 75% to 82%, showcasing the campaign's effectiveness in enhancing brand recognition.
3. Penetration and Distribution: o Increased product penetration in non-kid households from 58% to 65%. o Expanded distribution network from 80,000 to 1,500 outlets in a single state, contributing to broader market presence.
4. Market Share Growth: o Despite the parent brand's market share loss, Britannia's Milk Bikis saw a significant increase in the Milk category, reflecting a successful shift in consumer preference.
5. User-Generated Content and Word-of-Mouth: o Demonstrated contest appeal and user engagement with 200,000 website visits, 60,000 registrations, and 99% content participation. o Social sharing, responsible for two-thirds of website visits, acted as a catalyst for word-of-mouth marketing.
6. Sales Growth and ROI: o Surpassed sales target with 25% growth.