Point Of You!
Client:
Roff
Prologue:
"2M+ people got hooked on this Pidilite's offbeat product campaign." Catchy, right? Let me tell you how we made it happen.
Let’s face it tile adhesive/ Cement brands are boring categories and no one comes on social media for just another cement ad telling about strength and durability. So we tapped into a deep consumer insight: the house is a significant investment for people, and the experience of tiles chipping out can be a distressing.
Imagine this: You've poured your heart and soul into making your house a home. But suddenly, you notice your tiles are starting to chip away.
Chapter 1: The Spark
Over time, homeowners have become picky not just about decor but also about construction materials. Pidilite, a big shot in the construction/Adhesive world, teamed up with us to highlight their top-notch product, Roff.
Chapter 2: The Challenges
We faced two big hurdles:
Standing Out: We had to show everyone that Roff is way better than regular cement. Time to break old habits!
Bridging the Gap: Many professionals like architects, interior designers, and contractors didn’t know how awesome Roff was. We had to show them real-life examples to bridge this knowledge gap.
Chapter 3: Setting the Objectives
Our goals were clear:
Get experts and customers to notice Roff.
Explain and showcase why Roff is the best tile adhesive out there.
Chapter 4: Crafting the Strategy
Our campaign, tagged #Magarkijakad, wasn't just for digital platforms; we tested it on the ground too. Here’s our plan:
Step 1: Find the perfect audience for field testing.
Step 2: Send Roff kits to construction, architecture, and interior design specialists.
Step 3: Give these pros a month to use Roff in their projects and share their feedback.
Step 4: Document their experiences and turn them into awesome content for YouTube and Instagram.
We made sure our content hit home with more people, thanks to a smart creative strategy.
Chapter 5: The Creative Strategy
We used several creative tricks to make this campaign a hit:
Unique Campaign Name: #Magarkijakad, inspired by Roff's crocodile logo, symbolizing strength.
Fun Scripts: Written in a mix of easy-to-understand languages.
Smart Keywords: Boosted our visibility and reach.
Authentic Influencers: Influencers added their unique touch, making the campaign feel genuine.
Chapter 6: Flawless Implementation
We executed the campaign perfectly, targeting three groups:
Architects and Interior Designers
Civil Engineers and Contractors
Consumers
We picked twelve micro-influencers and one nano-influencer based on their backgrounds. They showed Roff's practical use and shared real experiences to prove it's better than cement.
Chapter 7: Achieving Remarkable Results
Our hard work paid off with impressive results:
Engaging content sparked curiosity and educated our audience about Roff.
Epilogue: The Hook That Reeled Them In
"2M+ people got hooked on this Pidilite's offbeat product campaign." Why? Because we tapped into a deep insight: A home is a big investment, and chipped tiles are a nightmare. We played on that fear and then introduced Roff as the hero of the story. And it worked. The campaign captivated, educated, and resonated. That’s the power of understanding your audience and telling a story that hits home.