Kaya Skin Clinic recently introduced a fresh and new approach to skincare across all its 87 clinics in the country, called ‘Everyday Radiance’. In keeping with the unique marketing strategy, Kaya introduced the service to the target audience by launching a campaign with a new TVC on mobile first through WAP banners on January 12, 2010, two days before the TVC actually went on air.
Starcom IP, the digital marketing practice of Starcom MediaVest Group, facilitated the entire creative approach towards devising a contest, landing page, banners, etc., apart from doing the media planning and buying. It launched the campaign in a bid to pre-empt the airing of the TVC.
The banners prompted the customers to participate in a contest for which the user needed to download and view the ad. The campaign was based on the communication: ‘Say Goodbye to facials and get expert skincare, every month’.
Kaya had signed up with three WAP networks – Ad MOB, Mauj and Hungama – to maximise the presence of its banners across sites, which were to be viewed by the target audience.
Suvodeep Das, Marketing Head, Kaya Kin Clinic, said, “The brief we gave to Starcom IP was that we wanted a very much focussed audience before the advertisement went on air.”
“This campaign was a big success. In the first three days we got 20,000 downloads and 2,000 inquiries on the campaign,” Das claimed, adding, “We are targeting females in the 18-35 age group living in the metros. The message that we tried to convey was that the skin needs expert care, which a facial can’t provide.”