Case Study

Categories Name : A. Marketing Strategy

Sub-Category : A08. Gender Equity

Campaign Name : Vim Adds Rhythm In Routine

Brand Name : Vim Adds Rhythm In The Routine

Agency Name : Mindshare

Results

Barnd equity score: - TOM increased by 600BPS over last year in NCCS A - Brand power scores improved by 250BPS overall and within the NCCS A audience it has increased 180BPS (compared to last year) - 1.1X increase in meaningful scores within NCCS A in key regions, indicating stronger brand affinity and loyalty. • Gen Z Engagement: Among Gen Z, the campaign saw a 30% increase in brand engagement on social media platforms, with a notable rise in positive sentiment and user-generated content. • Millennial Engagement: Among Millennials, there was a 25% increase in purchase intent and a significant boost in brand loyalty, as evidenced by repeat purchases and positive reviews. • Sales Growth: The campaign contributed to a 20% increase in digital commerce sales of Vim liquid dishwash products, highlighting the ROI of leveraging digital platforms and innovative marketing strategies. • Digital Engagement: The music video garnered 25M+ YouTube views, driving substantial online visibility and engagement. Which covers ~50% of the audience universe. • Influencer Impact: Influencer content reached 38M, with a 15% engagement rate, showcasing the effectiveness of influencer partnerships in driving consumer interaction. The campaign's success resonated even at the highest levels, with HUL CEO Rohit Jawa not only acknowledging the campaign's cultural relevance and unmissable nature on his LinkedIn profile but also included it as part of his Global Investor Note as the step towards HUL embracing culture first narrative.