STRONG TEETH...STRONG AMBITIONS
|Brand||DABUR HERBAL TOOTHPASTE|
|Entrant||DABUR INTERNATIONAL Dubai, UNITED ARAB EMIRATES|
DABUR INTERNATIONAL Dubai, UNITED ARAB EMIRATES
Why is this work relevant for Integrated?
UAE Market is dominated by consumer promos. It is vital for any brand to be visible to generate consumer pull to stand apart and generate incremental off-takes
Dabur Herbal toothpaste capitalized on topical strategy and created integrated campaign latching on to the excitement on UAE's first astronaut in space.
Campaign was timed in strategic way to ensure maximum visibility in store, additional excitement via space contest on packs, Exposure via social media influencers, Print advertorials, School Activation and PR - Ensuring it reaches to maximum parents and kids.
Toothpaste category is a high inertia category whereby brand switching behavior is abysmal. To drive switching from their current brands requires a purpose driven communication rather than functional communications. Moreover there was very high consumer promotion intensity from market leaders.
Our brief was to create a thematic and topical 360 degree campaign to appeal across demographics (Ethnicity and Age)
Leveraged Highly Trending Topic in-line with our Communication
Instead of positioning ourselves only on the functional platform we took an elevated position of Strong Teeth Strong Ambitions.
Objective 1 – To grow tertiary sales (off-takes) by 10% - We Achieved 17% and 14% in UAE and KSA respectively (AC Nielsen MAT SO 2019)
Objective 2 – To achieve 50 bps Market Share gain in one year – We Achieved 200 and 60 BPS Market share in UAE and KSA respectively
Describe the creative idea
As a purpose driven corporate which encourages youngsters to achieve their ambitions, we have launched the #StrongTeethStrongAmbitions campaign under Dabur Herb’l. The campaign is a celebration of human spirit for space exploration and also happens to coincide with the 50th year of Man landing on Moon and the UAE’s pioneering space program. Since, Space represents the final frontier and epitomizes ambition for mankind, the campaign is a modest effort in this direction to bring the younger generation closer to space related endeavours and achieve their ambitions.
Dabur decided to not take the same route as competition to simply increase media spends or consumer promotions and instead took the higher ground of achieving ambitions. This was highly contrarian to highly functional communication from competition. This was a conscious strategic call considering it was extremely difficult to outspend the competition and rather focus on a highly clutter breaking thematic communication.
Describe the strategy
Today’s evolving consumer wants to be an enabler for her children to achieve their ambitions in life. For Dabur Herbal Toothpaste, our primary TG is Arab and Asian mothers in the 25-40 years age group and secondary TG is kids in the age of 7-12.
Our approach was to drive awareness in our TG and seed the idea of how strong teeth are related to strong ambitions and that Dabur Toothpaste is beyond just strong teeth.
The year 2019 is not just the 50th anniversary of Moon Landing, it also marks the UAE’s pioneering space mission with UAE’s first astronaut going to space. This is a great motivation for youngsters in the region to explore subjects such as space and astronomy. #Strong Teeth Strong Ambitions is Dabur’s contribution to bringing youngsters closer to their space dreams.
Describe the execution
As a part of the campaign, you can have a space like experience at Hypermarkets in Mall of Emirates, Deira City Centre and Lulu Barsha where a mega model spaceship has been created that provides a glimpse of being an astronaut. You may take pictures with the model spaceship and also pose like an astronaut.
Executed innovate pack promotion contest – Whereby winners got a chance to win a trip to Space center, Florida
Some of the leading influencers in the region were instrumental to further advocate the campaign
A 5 Sec Tag detailing the content was aired across Pan Arab and Asian media (SOV at 4.8% and SOE of only 0.5%)
As a part of our integrated media strategy – 5 sec tag was promoted on Youtube
PR and advertorials in Khaleej times and gulfnews
Engaging posts on social media
List the results
Business impact of this campaign was MASSIVE. Sales surged by 70% in KSA which is the biggest market for toothpaste in the region. UAE registered stratospheric growth of 51% during the campaign.
There was a clear increase in consumer preference for Dabur which was reflected in market share and offtake data as per AC Nielsen –
In the UAE toothpaste category declined by 10% while Dabur grew by 17% and Market share increased from 6.6% to 8.6% in MAT SO’19. The gains were more pronounced during the promotion period where by touched PEAK MARKETSHARE OF 12% - Highest Ever (EXIT SO’19)
In the KSA toothpaste category grew by 1% while Dabur grew by 14% and Market share increased from 4.5% to 5.1% in MAT SO’19. The gains were relatively higher at 5.4% (EXIT SO’19)