"Sell the problem you solve. Not the product you make."

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Brief:

Young and one of the fastest growing smart home appliances startups. Atomberg’s objective was to drive high saliency and awareness with brand association. The requirement of the brand was to create brand cognition among the target niche branded content.

Execution Strategy:

Atomberg wanted to come out as a well-known brand. The strategy was to position the brand in the market with the help of some key objectives. For brand positioning, we worked on four levels: brand core, brand pillars, brand territory, and customer proposition. Since the customers pay a lot of attention to home appliance features and options in terms of color. Then comes the money, and look for all this, the strategy needed to be well thought out.

We decided to divide the campaign into two parts, for which 2 segments were executed on 2 platforms. The first segment was executed on Youtube. This consisted of unboxing and review for the packaging and first impressions of the appliance. This segment helped us build brand awareness by talking about the newest feature appliance in the market.

The second segment was executed on Instagram by various famous influencers. The regular posting of reels by different individuals helped us in converting many viewers into customers. The aesthetic yet classic chic look of the appliances was enhanced in this segment for better results.

Conclusion:

We not only exceeded the requirement but our own expectations. We were able to create customers by transforming the audience into real-time consumers. We asked ourselves "Why not" for Atomberg and, within a year, increased their share of voice on digital platforms by 60% helping them reach a 25M+ target audience with a CPV ranging from 25 paise - 45 paise.

3.5

M+

Views on Youtube

22

M+

Views on Instagram

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