“Life is more fun when you dare to be fresh.”
A strong offline connect that needed to be translated online. Creating a community based on the core attributes of the brand – This constant chase for individuality leads them to adopt easy ways of differentiation like experimentation with various activities, food, places of hanging out, F1 rock and Rock n India concert etc. which are predictable and hence stale. Even though they want to do the fresh and different, they are caught in this rut/comfort zone of doing what everybody else is doing.
The challenge lied in communicating the proposition of ‘Befreshed’ in a unique and challenging way every time. Digitally this involved getting the audience talking about their lifestyle in a refreshing way, thus ‘Befreshed’. The page Befreshed was launched in the month of October 2011 grew rapidly to a fanbase of over 15K fans in a span of over 2 months (Organically). The stupendous boost can be attributed to the extreme affinity the audience had for the brand, with over 60% of the fan-based coming via users suggesting the page to their friends on Facebook.
What really kept the page alive, you wonder?
Massive user generated content. Active fans were the really spokesperson for the brand on Facebook with huge participation in the contests on the page. The launch of the brand ambassador was also neatly done with well crafted teasers and creatives that got the audience on the edge of their seat.
Strategy and Planning – How can we design a compelling proposition for consumers so as to make them switch Brands?
2 Steps to thought leadership
- Identification of conventions
- Disruption
Market conventions
New Brands have tried to establish themselves with their regular variant against that of the archaic Smirnoff. Flavor variants have just been slipped into the market – even though in key markets it’s the Flavors which have been driving growth.
