In September this year, the brand launched a new digital campaign on Facebook and Jio’s KaiOS platform
ENOleverages the 4G wave to crack the big rural opportunity.
- The campaign aimed to drive engagement and consideration through locally relevant digital content on Facebook and Jio’s KaiOS.
- The first-of-its-kind initiative has already reached 35 million viewers.
In September this year, the brand launched a new digital campaign on Facebook and Jio’s KaiOS platform, by targeting users in core rural markets of Bihar, Jharkhand, MP, Rajasthan, West Bengal and Orissa, garnering a massive reach of over 35 Mn viewers.
The methodology to drive this initiative was a first for any brand on these platforms - The village pin codes obtained from India Postal data were mapped to the Census of India and then subsequently combined with internal business KPIs to identify the right villages to target. These pincodes were than shared with Facebook to map the audience size available on the platfrom.
While reaching rural consumers was important, it was also critical to build communication that resonated with rural audiences. In a first-ever for Eno, and a rare industry practice, a new Digital Video ad was created specifically for rural consumers with a key rural insight. In doing so, Eno addressed the core brand of establishing superiority over common home remedies and also extending the very successful “Gadbad Gadbad” creative platform.
Anurita Chopra, Head of Marketing, GSK Consumer Healthcare said “Growing Rural Penetration is one the key strategic tasks for Eno, something most brands have struggled with because the inherent challenges with traditional Media. Our idea was to expand our rural reach using the power of 4G Tech, in markets we never had before. Engaging with Rural audiences with relevant, localized content is a key pillar of the campaign.”