Fortune Edible Oils & Foods believes in being an agent for promoting family health, and actively encourages their audience to take care of themselves and their loved ones. On World Heart Day, Fortune Edible Oils & Foods wanted to own this day to spread awareness about the importance of heart health after the age of 40 and weave a compelling story of heart health benefits of Fortune Rice Bran Health Oil.
The pandemic heightened health and wellbeing awareness among every individual. Fortune Edible Oils & Foods wanted to connect with these ‘woke’ audiences to encourage them to choose regular refined cooking oil wisely. The objective was to build awareness about the benefits of rice bran oil on heart health and induce purchase intent for Fortune.
It wanted to generate engagement and drive purchase intent for Fortune Rice Bran Health Oil among the audience in tier-1 cities by leveraging a mobile-first interactive video experience on dilkibaat.com.
As when one enters their 40s, heart health starts showing signs of distress. Stress, poor urban lifestyle, and ignorant food habits together increase the risk of heart problems. Generally, when one attempts to convince people to make a few changes in their daily habits for a healthy lifestyle, people often mistake it as nagging. Alternatively, when the same thing is said creatively, the response is positive.
This World Heart Day, their idea was to share 'Dil Ki Baat’ through an interactive platform to encourage people to change their regular refined cooking oil with Fortune Rice Bran Health Oil without being preachy.
How an interactive content piece from Fortune Edible Oils & Foods helped in spreading awareness about the importance of heart health on World Heart Day
Unlike other brands focusing on fear-based communication, Fortune abandoned the cliché and chose to ask some questions about heart health to bring their attention to its importance.
The brand created a mobile-first interactive video experience hosted on the website www.dilkibaat.com, where Tisca Chopra asked questions and navigated the audience to the journey of understanding what is good and bad for the heart.
The interactive video had four heart health questions with two options each, and Tisca Chopra would respond differently to every choice, personalising the experience to every individual.
The user flow was designed to assure users spend time engaging with the brand even after finishing the quiz. Hence, at the end of the quiz, the users had the option of either copying the discount code and exit to purchase with the ‘Buy Now’ button or they could click on ‘About Heart Health’ to visit our website for more information. Lastly, the CTA encouraged people to spread the message with their friends on Facebook (considering the audience base of 30+, they opted to keep it limited to Facebook only).
Media scheduling and distribution
The campaign targeted males and females, 30-50 year olds, living in metros and tier-1 cities, with an interest in health and wellness, fitness, healthy cooking, diets and recipes.
The campaign went live on September 28, a day before the World Heart Day, with a total duration of eight days. The maximum budget was pushed during the first three days of the campaign.
Platform approach
The interactive video experience was hosted on the website, www.dilkibaat.com, which became the platform for engagement. Callout videos and banners went live on social media platforms like Facebook, Instagram and YouTube to drive traffic to the website for engagement.
Display banner ads and search ads were run on Google network and the programmatic approach was optimised to drive the audience to the website. It partnered with Inshorts, a popular news aggregator platform, to draw attention and drive their users to the website.
Result
The campaign was successful in garnering a total of 418K clicks to the website with 270+ total users.
Google banner ad campaign along with programmatic campaign was more successful in driving conversions/ traffic to the website than social media platforms.
On the website, 211K+ users engaged with the quiz, and 3.7k+ users took the complete quiz. Of which, 871 clicked out of the website to the brand’s eCommerce landing page.
During the first two days, September 28-29, the brand received 40% traffic with 33% engagement, while in the latter part of the campaign it received 60% traffic with 57% engagement.
The average session duration for the campaign was 32 seconds (spent interacting with video); it surpassed the benchmark of view-through rates on social platforms (10s is the benchmark). The most engaging profile on the campaign was men from Hyderabad.
The clicks and session duration marked the success of the campaign, assuring them that the core message was delivered to the audience and encouraged them to take care of themselves and their loved ones.
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