Mumbai: Godrej Consumer Products Limited (GCPL) embarked on a series of digital initiatives through its brand, Godrej Aer and Godrej Protekt. Both brands leveraged their social media platforms, witnessing big success with many conversations, posts and shares across platforms.
Godrej Aer’s introduced a social listening campaign, #WishWithATwist. As part of this, the usual Father’s Day wishes to #WishWithATwist got converted into unique musical voice notes in real-time. These songs was created by multiple YouTube singers and shared as replies to the users’ post. #WishWithATwist was carried out across multiple social media platforms including Twitter and Facebook. With a team of four, at Godrej’s Command Centre, every single tweet with #FathersDay and #HappyFathersDay was tracked.
Anu Joseph, Chief Creative Officer, Creativeland Asia, added, “There’s so much data out there that it’s all about what you do with it. For Godrej aer, this Father’s Day, we decided to make many songs of it. Quick and quirky, we sung out every wish, thus creating many many new conversations around the brand.”
On the other hand, Godrej’s Protekt reinforced its brand connect by bringing together the concept of protection and the occasion of Father’s Day. The brand’s Twitter and Facebook pages celebrated father’s as the best protectors of their children. Rhymes were adopted and connected with dads in social media posts, which got featured on its digital platforms. Protekt got positive response From the digital populace.
Commenting on the Father’s Day social media initiatives, Mr. Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products (GCPL), said, “Father’s Day is an occasion when people celebrate their very own superheroes. It is a noble and millennial concept, which is why it is mostly celebrated on social media. Both our key brands undertook digital initiatives that managed to successfully evoke an emotional response From people. This led to organic buzz for the brand and deepen our connect with consumers.”