How does a brand promote health to consumers and yet not sound preachy? By just making the consumers do the talking!
That’s how GAIA Good Health, a well-established health food brand in India, engaged with their audience on social media when they partnered with one of country’s leading digital marketing agencies Xebec Digital to launch their latest campaign.
The campaign #ThingsYouGiveUp saw people share stories with the brand about the various things they give up in pursuit of their dreams and ambitions.
The social media chatter created by the campaign resulted in a nationwide trend for two days.
Speaking about the campaign, Gaia Good Health CEO Dolly Kumar said, “Today’s individual is aspiring and does not mind giving up health on occasions to meet daily targets and achieve dreams. But there is always a room to compensate by making those smart choices. That’s where GAIA wanted to fit in.”
Sowmya Iyer, CEO, Xebec Digital, said, “The idea was to make people realize that in this faced-paced life, health knowingly unknowingly does take a beating. That’s where GAIA as a health brand ran a contest on twitter asking people to share their stories where they have given things up to achieve their goals.”
“The contest was designed in such a way that people started realizing how they neglect health. The brand started receiving stories of confessions and resolutions to walk the path to good life,” said Dolly Kumar, CEO, Gaia Good Health.
As the brand asked people to share their story of compromises, its social pages saw people confessing and then realizing the importance of health through the #ThingsYouGiveUp campaign.
The ball was set rolling on 1st December as people started identifying with the campaign and Gaia’s handle started receiving tweets like “Skipped breakfast to make it to work on time”, “Gave up Zumba lessons for studies” and “Gave up spending time with my family for work”, among others.
This created a social chatter with the brand handle receiving 35,804,506 impressions, 4,708 tweets, 2,675 mentions and 700 retweets.
On the second day of the campaign, GAIA took a different approach and asked people to tweet about the negative things they have given up to make way for a positive change. The situation placed in front of the users by the brand was yet again relatable and thus saw participation in the form of tweets such as “I gave up on extra sleep and started meditating in the morning” or “I gave up on smoking and started exercising”.
The response was equally good with the brand handle getting 28,441,050 impressions, 3,301 tweets, 1967 mentions and 472 retweets.
GAIA trended for five hours on December 1st, and for 11 hours on December 3rd. Over the two days of the campaign, it achieved a stupendous reach of 45.5 lakhs witnessing a participation of over 1,000 people.
Landing Page Link:
http://www.gaiagoodhealth.com/good-life-test/index.php?campaign=GaiaHomepage
