Godrej TVCs have managed to make Sonia a household name with her charismatic character and uptown class, however, ironically the kind of audience who they (Sonia, Sam and Meera) represent, might not always be available in front of the television sets. Taking the campaign one step ahead, Godrej has tapped the digital platform to reach out to a much larger base of audience.
While the TVCs constitute extensive stories, the social media strategy of Godrej is on a lighter aspect – with quizzes and fun facts about Sonia and her Godrej products. The light and the tone of the social communication across Facebook and Twitter convey the ‘Zindagi Muskuraye’ message well.
“The end objective of the digital campaign is the same as any other campaign. We want to leverage digital for its ability to help interact and engage, thus going one step further,” said Shireesh Joshi, Head, Strategic Marketing Group, Godrej.
‘Zindagi Muskuraye’ is being promoted on digital from the very beginning. Even before her television entry, sassy Sonia made an appearance on digital. The ‘perfectionist’s’ first look as Sonia was revealed on digital a few days before the television commercial came on air. Also, ‘Zindagi Muskayare’ trailer had a digital release post the release of the first look.
“We have seen trailers of movies. But this is the first time when trailer of an advertisement was released,” added Joshi.
Once Sonia gained popularity through television commercials, ‘Bloopers friends make’ contest was put in action on social networking websites. The contest gives users an opportunity to tag their friends on the page and share moments where they and their friends have goofed up. The campaign is executed on Facebook and Twitter.
“Our objective for digital media is to maximise the buzz and viewership of this campaign. Over the course of April and May, you will see buzz around the campaign across Yahoo, Youtube, Facebook, Twitter and Long tail of the web through Vdopia and Google Ad Network,” said Rajiv Dingra, Founder and CEO, WATConsult.
‘Zindagi Muskuraye’ Facebook page has 301,653 likes with 193,761 people talking about it, while its Twitter profile has 384 followers. The trailer of the campaign has more than two million views and campaign also has a YouTube channel. The social media campaign of the series is being executed by WATConsult.
Joshi explained that the digital campaign will progress as Sonia’s story continues. Thus, almost half of the digital campaign is yet to be executed. The theme and the nature of the ‘Zindagi Muskuraye’ social media campaign appear in sync with the TVCs so far. The campaign has not created special content for digital, but manages to create recall value its contests and posts. However, if the television series of the campaign had not picked up well, Godrej would surely need a stronger digital strategy from what it currently has.
Nonetheless, how the campaign moves forward and manages to stay relevant and objective will define its performance.