Product/Service
Wellman India is a branch of the globally recognized Vitabiotics brand, offering a range of health supplements tailored specifically to meet the needs of Indian men. The Wellman products in India cater to various health requirements, such as energy, vitality, immune support, and overall well-being, with formulations developed based on extensive research. Wellman India addresses the unique lifestyle challenges of modern Indian men, providing supplements that support their active and demanding lives. From multivitamins to specialized supplements for fitness, skin, and fertility, Wellman aims to promote holistic health in India’s growing wellness market.
Objective
The primary marketing objective of Wellman was to build brand awareness among the target segment that is concerned with healthy lifestyles.
Target audience
Wellman focused on healthy and active males, who are interested in fitness, wellness and using health supplements to improve their health.
Geography
The overall campaign was targeted towards the large metros of Delhi NCR, Bengaluru, Hyderabad, Chennai, Pune and Mumbai. Such areas were chosen because they contain the desired audience and are relatively friendly to streaming services.
How Did Wellman Aim to Boost Brand Visibility by Sponsoring T20 World Cup 2024
Wellman also strengthened the company’s brand popularization by becoming the sponsor of the T20 World Cup 2024 since it allowed targeting a vast audience but in terms of specificity. Realizing that Hotstar has wide reach and use in India during certain specific matches, Wellman used Hotstar Household Web to target 15-second mid-roll ads during high-risk IND vs SA matches.
Such placements of ads were planned to target audiences at their most alert and receptive moments so that the intended audience – health conscious males would definitely take note of the branding.
The placement of mid-roll spots is clearly tactical, ensuring that Wellman’s message was given directly at the time when viewers could least afford to forget.
What Strategies Did Wellman Use to Identify and Engage Their Ideal audience?
For the purpose of reaching the potential consumers, Wellman positioned an advertising campaign during the T20 World Cup 2024, which aimed at health conscious men in tier 1 Indian cities. Here’s how they achieved it:
- Geographic Targeting: Targeted on the large cities that would be expected to contain a large proportion of the intended population of young professionals.
- Platform Selection: Select Hotstar as one of the streaming channels, so most tech-savvy audience members will be aware of the channel.
- Ad Timing: Used mini-viral commercials measuring 15 seconds that air at the mid-roll to minimize interruption while ensuring that the viewers retain their attention.
- Event Leverage: Taken the opportunity of the cricket series between IND and SA where the brand linkage was associated with a highly interactive event.
By targeting the right audience in such strategic locations, it was possible for Wellman to popularize itself to the potential customers.
Campaign Execution
Results
Wellman’s strategic sponsorship of the T20 World Cup 2024, specifically during the IND vs SA matches, resulted in significant brand visibility and engagement:
Impressions: The campaign viewed a total of 101,269 over the impressions estimated at 2,612,563. This means the viewers enjoy the products mentioned in the ad and a good point was chosen during the event for placing the ad.
Clicks : The total achieved clicks were 1,536, exceeding the projected click through rate by a percentage of 22%. This implies that the content was engaging, and likely enough to elicit an appropriate action from the targeted viewers.
Wide Reach: The total number of visible and targeted consumers present in the campaign was 1,876,543 across major cities thereby diversifying the market brand appeal and solidifying its market establishment in specific locations.
