Case Study

Ensure, the No. 1 doctor recommended brand worldwide, provides all essential food groups that our body needs as it ages. After the age of 50, the body’s ability to absorb nutrition from everyday food decreases; which is why, we may have lower strength and energy to perform our daily activities. Using this consumer insight, Ensure set out to build awareness as an adult nutritional supplement which gives 50+ adults the strength & mobility to pursue their dreams.

The 50+ generation is very well informed regarding their health. But in the pursuit of fulfilling their duties as parents, their kids have always taken precedence over their needs and dreams. The marketing challenge was to convince the TG to prioritize their health and wellness, and the role Ensure can play in helping them live life to the fullest.

www.livenonstop.in

www.livenonstop.in is an experiential portal to help seniors revisit their dreams. There were two aspects to the portal:

1. The Dream Survey
2. Life Coaching

1.Dream Survey: The portal was launched with the dream survey. It’s easy to assume that parents and elders are quite satisfied seeing their children succeed, but is that all they really want from life? The Ensure Dreams Survey set out to discover if there was more. The results brought to light interesting insights into the Indian family dynamic with specific regard to the dreams and aspirations of our elders and how the younger generation views them.

The Dreams survey was conducted amongst 1200 respondents made up of 600 young working professionals, men and women (aged 25 to 40 years old) and 600 parents (aged over 50) across 6 major Indian cities - Mumbai, New Delhi, Bangalore, Chennai, Kolkata, and Hyderabad. The results of the survey revealed a strong connection between older adults, their children and unfulfilled dreams put on hold.

From the lack of strength being the major concern for dreams being shelved, to the lack of finances, the results of the survey did bring a new perspective to the table.

The findings of the survey were announced through an engaging infographic, at a Press Event which was attended by evergreen celebrities Anil Kapoor and Neena Gupta and a host of other lifestyle bloggers / influencers. Anil and Neena spoke wholeheartedly about living their dreams, making them possible and living life nonstop.

The press event and survey results were amplified on Twitter via social influencers. Here are the highlights:

• 300+ influencers live-tweeted the event
• #livenonstop trended across India for 11 hours

We amplified the Press Event and survey findings on Twitter via social influencers. Here are the highlights:

• 300+ influencers live-tweeted the event
• #livenonstop trended across India for 11 hours

2.Life Coaching: Giving seniors an opportunity of a lifetime Life Coaching is a process, specifically addresses specific personal projects, general conditions and transitions in a person’s personal life, relationships or profession by examining what is going on right now, discovering what the obstacles or challenges might be, and choosing a course of action to make life the way one would want it to be. Users came to livenonstop.com and had to choose a dream like traveling and trekking, great health, dance, etc that they would like to fulfill over tin the course of 6/ 9/ 12 months. Once they registered, they received mailers every fortnight. http://www.livenonstop.in/find-your-dream-coach

Each of these mailers had the diet /nutrition tips, exercise tips. The idea for sending out these mailers is to motivate them and guide them to stay healthy and fit in order to fulfill their dream.

Sustenance: We partnered with lifestyle influencers who wrote about living nonstop in their blogs.

Youtube We launched the Dreams Video – which was a social experiment featuring children and their parents, while highlighting that while parents know everything about their children’s dreams, the children are clueless about their parents dreams. URL: https://youtu.be/ZuzSann8YSc

Website:

• 36,521 Users engaged
• 81,664 Page Views
• 48,526 Sessions

Blogger Activity:

• Blog Reach- 6.9 lacs
• No.of Views- 2,768
• Avg. Views on the Blog- 390+

Twitter Amplification:

• No. of Engaged Influencers- 322
• Total No.of Tweets- 1,543
• Total No.of Retweets- 360
• Reach- 3.9 Million
• Impressions- 14 Million