#BeardKyunHoWeird ?
Havells India X Launch of beard trimmers with Vicky Kaushal.
Brief: Drive product awareness about the newly launched beard trimmers through high visibility and high engagement on Digital.
Campaign Objective: Create hype among the beardos about this new product in town and engage with men who are very particular about their beards in a cool way to build brand salience and a loyal customer base.
Social Media Content Strategy:
The communication strategy should elaborate on how a beard is a very important accessory these days when it comes to grooming and how Havells Beard Trimmers is the perfect solution to get your beard into a perfect shape. Simultaneously, the content should not be preachy but instead be relevant and engaging with the target audience to stitch a successful campaign.
The campaign has been divided into three crucial phases, namely 'Get set. - Ready - Go.'
Phase 1: Teaser
Building buzz in partnership with Category A Influencers (Celebrities) in the pre-launch phase to create excitement about the upcoming campaign.
Mechanism: The influencers had to upload a picture looking weird while trying to hide their face. We partnered with Abhishek Verma, Gurmeet Chaudhary, Karan Wahi, etc. In the meanwhile Internet picked up the weird trend and circulated on the internet helping spread the word about #KuchTohWeirdHai.
Phase 2: Launch
This phase concentrates to reveal the plot. Celebs unveiled themselves and announced that their weird beards were the real reason they hid their face.
Mechanism: Through a video they promoted the campaign communication and launched the product for the first time on social media.
Launch of Vickypedia with MensXP
We partnered with a content publisher to launch the one stop solution to one's grooming queries - Vickypedia, the great grooming guide by Havells India with MensXP.
Product posts
Phase 3: Sustenance
This phase concentrates at engaging with the target audience to drive high engagement through a series of contest post.
Contest winner Post
