Palmolive Hand Sanitizers achieved a 50% higher uplift in consideration through the influencer-led campaign on Disney+ Hotstar
The last one-and-a-half years have witnessed an evolution in people’s hygiene habits. The resultant surge in demand for personal hygiene products has encouraged several new players to enter the industry. Besides pharma, healthcare, and FMCG players, even brewers, paint, and apparel manufacturers are diversifying into the category.
Among hygiene products, the hand sanitizer market has witnessed a particularly huge uptick – from INR 60 crore before the pandemic to INR 300 crore, according to Business Standard [1]. Data from Kantar shows that during March 2019 to February 2020, the penetration for sanitizers was a mere 1.2%. However, it has grown to a staggering 50% during the first 12 months of the pandemic [2].
A sanitizer that protects and pampers
As current times have witnessed greater hygiene concerns among people, the convenience and ease of use of hand sanitizers have made them hugely popular.
With a variety of hand sanitisers available in the market, Palmolive aimed to differentiate its sanitizers by offering hand-care in addition to protection from germs. The sanitizer’s premium, exotic ingredients are at the heart of its “Care for your hands” promise.
To create awareness and drive consideration about its range of sanitizers, the brand associated with Disney+ Hotstar for its product launch campaign.
Influencer marketing to engage with the target audience
Given the massive fan following, Shivangi Joshi, leading influencer from Yeh Rishta Kya Kehlata hai, proved to be an ideal choice for the product launch campaign. Her ‘girl next door image’ also made her more relatable for the target group. A 30s influencer video was created with her and used as the communication for the campaign.
To drive maximum impact, a well defined audience cohort was created leveraging the targeting options based on demo, age and appography. The campaign targeted women between the age of 25-40 who are interested in health and hygiene.
To further amplify the campaign, the brand also leveraged the influencers social media handle to drive organic traction.
How a holistic strategy paid off
In addition to aided awareness, the brand achieved significant uplifts (as compared to the platform benchmark) in message association, engagement and consideration.
1.5X higher consideration
1.2X higher aided awareness
1.1 X higher message association
1.3X higher engagement.
Resonance combined with sharp targeting proved to be a winning combination for Palmolive Hand Sanitizers on Disney+ Hotstar.
[3] https://www.healthline.com/health/side-effects-of-hand-sanitizer
