Responding to a Global Pandemic through a Compassion-Driven CSR Initiative
Amidst a global pandemic where the equations between consumer behavior, marketing, and lifestyle preferences had changed phenomenally; a brand's CSR initiative wasn’t going to be noticed unless it made a meaningful difference.
This is what Dabur set out to do.
The following objectives aided Dabur in building goodwill, attracting loyal customers and increasing stakeholder value:
To create brand exclusivity
To build brand reputation
To create community focus
To establish brand voice
No budget for additional spending due to pandemic implications
Logistical challenges involving safety protocols regarding large gatherings
Creating a unique CSR campaign that would stand out from other ongoing campaigns during Ramadan
Behavior: The need for personal and oral hygiene was identified bearing in mind its rising concerns in the wake of a global pandemic
Analysis: A majority of millennials related to brands that were committed to CSR in a meaningful way for real impact
Logistics: Due to COVID-19, the traditional forms of charity like volunteering to serve food at orphanages or shelters were discouraged. The initiative had to be devised to reach as many as possible while respecting protocols set in place
Our strategy was to create a CSR campaign '#KindnessKloset' revolving around hygiene and personal care
Ensuring the brand’s initiative was covered in all relevant stories and news features
Collaborating with an appropriate organization or institute that would help with obtaining permissions and tackle legal formalities
Ensuring effectiveness of the campaign within a specific budget by aligning the campaign with the brand's objective
International Schools Partnerships (ISP) supported the campaign by acquiring the necessary permissions and government approvals and provide location support by placing the closets outside 4 of their schools.
We crafted a comprehensive communication plan that adopted an integrated approach to fuel the campaign and ensure the brand gets maximum exposure while making a relevant and strong impact on the community.
Press releases and weekly media alerts were carefully crafted to include the relevant key messages. To ensure that the content did not come across as being promotional we incorporated quotes from the community involved in the initiatives (schools, parents, and children) which gave the feel of storytelling more than hard-selling press releases.
We secured one on one interviews and comment opportunities for both the brand as well as ISP with tier 1 media as well as radio stations.
Effective use of barter collaborations with 15 influencers in 1 month helped garner more attention for the campaign and make it known to a wider audience. These collaborations met campaign goals like spreading the word about its objective and how people can benefit.
We further amplified the message of the campaign by encouraging sharing and tagging of the hashtag #KindnessKloset on all social channels.
The campaign was a success not only for its widespread reach through various media platforms in print, digital and social media but also for reaching the right people in need
The brand stocked up 25,000 products which benefitted more than 5,000 people benefitted from the campaign with
Most importantly, the campaign strengthened the brand reputation by cultivating and reinforcing relationships with the local community by giving back generously during a time of need
Estimated reach through print media placements was 862,201 and 1,175,717 through social media
Generated 148 media clippings including 1 radio interview
Church reaches out to 6,000 underpriviledged workers during the COVID-19 Pandemic
Creating awareness for a regional pioneer
How a unique experiential event helped increase market sales growth by 41%
