Campaign Thought

To help generate positive WOM for a low involvement category like batteries, the functional benefit of reliable power in your TV remote was laddered to the emotional benefit of having the uninterrupted ability to power on the mood at home, and conversations were driven around the idea.

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Marketing Funnel

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Awareness

The campaign thought was seeded through a Digital Video that announced the #DuracellPowerOn contest and invited consumers to participate to meet a celebrity and win exciting prizes!

The campaign thought, video and contest was amplified on social media using 98 influencers (Celebrity/ Cat A/ Cat B/ Cat C). Topical content was created on Duracell’s social media handles

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Consideration

The contest microsite and Duracell Social media Handles showcased all influencer content and entries of other participants and served as a catalyst to participate

 

Action

Microsite visitors were encouraged with the participant photo gallery  and incentivized with the Grand prize of meeting Duracell’s biggest fan (celebrity actress Genelia), win Smart TVs and other Duracell goodies, and prompted to upload their Duracell fan pics & messages, and share the same on social media using #DuracellPowerOn