Transforming Outdoors from
Danger zones to Happy zones
BRAND
Goodknight Fabric Roll-On, B2C
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AGENCY
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BRAND CONTEXT
Goodknight is a leading brand for household insecticides in India (similar to OFF! in Canada). In 2016, it entered into the personal repellents market by launching a new product – Goodknight Fabric Roll-On.
MARKET CONTEXT
Even though the probability of contracting a mosquito borne disease is highest outdoors, consumers avoided the use of Personal Repellents and this was reflected in the size & penetration of this sub category, which was a miniscule fraction of the total household insecticide category. This category was dominated by a key competitor brand making it a monopoly.
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THE CHALLENGE
How do we get consumers to reevaluate a category that they had rejected in the first place?
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THE INSIGHT
According to a study conducted by Ikea, 75% Indian parents feel they are over-protective and don’t let their children play outside. A mother’s worry meter starts ticking when the child steps out of home where s/he is exposed to the outdoor mosquitoes over which she has no control.
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THE STRATEGY:
Create a strategic shift in the mindset of mothers:
Outdoors are DANGER zones --> Outdoors are HAPPY zones.
Take a thought leadership stance by propagating the positive impact of playing outdoors on a child's social and all-round development.
To induce repeat purchase, create a new habit forming ritual of product usage - Applying 4 dots of product on your child’s clothes before s/he steps out of home.
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THE EXECUTION:
Integrated communication campaign using TV, Print, PR, activations, social media & influencer marketing. Traditional media concentrated on educating about the product and inculcating a usage behavior. Social media focused on amplifying the importance of sending children outdoors through #ChildrensPlayDay & #GiftTheOutdoors
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THE RESULTS:
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Brand achieved a double digit market share within 3 months of the product launch.
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#ChildrensPlayDay was the top trending # in India on launch day with over 2 million views on YouTube & 4 million on Facebook.
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Winner at Effie India – Silver: Consumer Products (Others); Bronze: Best Integrated Campaign