The #LavenderOnActivMode was a digitally focused campaign with an objective to spread awareness of a new product variant – the Activ+ Lavender Refill that was introduced keeping in mind the consumer demand for a mosquito repellent that left a pleasant fragrance.
The digital campaign focused on creating a buzz among the desired audience by using focused & targeted key communication assets. The use of innovative post formats was a key differentiator for the campaign. The unique functionality of the Facebook live photo got a high number of user interactions, while the creative use of the vertical video format ensured that the audience took away the message that the new refill was infused with a lavender fragrance.
The innovations used on the digital mediums were highly successful & reached out to the desired target audience. The creative use of formats delivered close to ten million impressions & half a million interactions from the core TG. The objective of creating a buzz for the new variant was successfully achieved with people taking up organic conversations on social channels.
