The deodorant category in India is fragrance driven & all category communication focuses around the singular property of strong fragrance with the promise of romance. However, the category has neglected the real problem, to kill body odour at the source instead of masking it. NIVEA Men Body Deodorizer does just that & it was our task to create awareness and demand for the product through digital.
Scale & Location
Location/Platform: The core platform leveraged was YouTube followed by Twitter and Facebook. We even launched a website that worked as a more educational front towards why Body Odour exists and how to prevent it. The film created for YouTube was eventually promoted on Television as well.
Cultural Context
Location/Platform: The core platform leveraged was YouTube followed by Twitter and Facebook. We even launched a website that worked as a more educational front towards why Body Odour exists and how to prevent it. The film created for YouTube was eventually promoted on Television as well.
Solution
Bring back the good old ‘Bear Hug’ and #BanBodyOdour for good. The strategy was founded on humorous storytelling via a twist on historical human behaviour and the development of distant gestures like handshakes and high fives. We told the story through a branded film on YouTube and supported it with social engagement on Twitter, Facebook and even Vine.
Results
Over 5mn Video views that resulted in 98,000+ people engaging with the campaign creating over 8.3 MN impressions – resulting in successful awareness and TOM recall for the brand. Influencers were so amused by our concept that they too participated in the fun by sharing their experiences with bad body odour.
Insights
How does one create relevance and social currency for a rational proposition like body odour, without triggering people’s defense mechanism? We looked at a fundamental behavioural insight that could be relatable yet talked about. We asked ourselves, What if people have changed the way they greet each other due to bad body odour? Thus was born the insight – Body odour leads to remote affection.
