Pregnancy detection brand Prega News roped in micro and macro-influencers to raise awareness about the ease and safety associated with their at-home pregnancy test kits and its accurate results.
According to the brand, the campaign aimed at reaching out to customers in the Hindi speaking and Southern markets. The campaign was carried out to tell women that they don’t need to go out to get a pregnancy test done.
Since the brand’s primary target audience is women between 22-40 of age, they roped in mother influencers like Surbhi Sharma, Nimisha Arora, Rashmi Thakur, Varsha Balani.
Some posts from the campaign:
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Joy Chatterjee
Speaking about the objective of the campaign, Joy Chatterjee, General Manager, Sales and Marketing Head at Mankind Pharma, said, “The intention of the campaign was to reach different states, especially in the Hindi- speaking and South Market. The foremost reason behind this extensive campaign and collaborating with so many mommy influencers is to share the messaging among women that it is completely safe to conduct tests at home. The influencers were selected on the basis of engagement and reach.”
“As a brand, we want to educate more and more women in the rural areas, and this led us to engage with regional influencers to break the stigma and lack of awareness around pregnancy, which is still prevalent in the smaller cities. The engagement with the local audience is not just for the promotion of the brand but also champions social messaging by sensitising and educating people around the issues related to pregnancy,” he added.
The campaign so far has a reach of 6.5 lakh and the overall engagement of the campaign was 31k.
The brand recently had tie-ups with Bollywood celebrities like Anushka Sharma and Kareena Kapoor. They also launched their television ad film with actor Kajal Agarwal.
Mankind has been increasingly taking the influencer campaign route for its other brands like Gas-o-fast and Health OK.
They also keep engaging in awareness campaigns like ‘UnwantedGyaanseSavdhaan’ for Unwanted21, an oral contraceptive brand and Manforce.
For Prega News, the brand has also launched campaigns like #SheIsCompleteInHerself to address society’s perception of motherhood and womanhood. Asked about their future marketing plans and influencer strategy for the brand, Chatterjee said, “We have created a host of campaigns like #SheIsCompleteInHerself, #SundayIsMomDay, and many others, to spark social conservations and change the stereotypical mindset which still prevails in our society. The year has just begun, we will be doing a lot of work with the influencer fraternity, there are a few campaigns in the pipeline, which will be released soon.”
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