From Roots to Results: Dabur’s Ayurvedic Juices Journey with #ARM Worldwide and Influencer Magic
Ayurveda, the ancient Indian system of medicine, has gained immense popularity in the modern world for its holistic approach to health and wellness. With an increasing awareness of well-being, people are actively incorporating Ayurvedic practices into their lifestyles. From eating salads to drinking ayurvedic juices to practising yoga, people nowadays are more aware of their well-being and are consistently making conscious decisions for a healthier lifestyle.
Dabur, a renowned name in the Ayurvedic products space, recognised the growing demand for natural and holistic products and came up with its range of Ayurvedic juices. The range consisted of 5 different juices namely, Aloe Vera, Amla, Jamun Neem Karela, Giloy Neem, & Wheat Grass. These power-packed drinks with multiple health benefits of maintaining a healthy lifestyle suit all age groups.
Following the product launch, Dabur wanted to share information about the benefits of its newly introduced Dabur Ayurvedic juices with its target audience. To achieve this, they partnered with #ARM Worldwide, leveraging the power of influencer marketing to amplify the reach and impact of their Ayurvedic juice range.
Objectives
The primary objective was not just to introduce the new Ayurvedic juices by Dabur, but to create a lasting impact on the target audience. The specific goals included:- Generating awareness among the right audience
- Effectively communicating the unique product benefits
- Sparking positive discussions within the social circles of men and women aged 45 and above.
Two-Phased Strategy
ARM Worldwide’s influencer collaboration strategies involved a well-planned two-phased approach Phase 1: The initial phase of the campaign involved partnering with four prominent health and lifestyle influencers on YouTube, known for their significant reach and influence among the target audience. These influencers advocated for Ayurvedic juices, emphasising the importance of incorporating pure and real Ayurveda products into daily life. Phase 2: Building on the success of Phase 1, Dabur and #ARM Worldwide implemented Phase 2. This phase featured collaborations with four distinguished YouTube influencers - Satvanti Singh, Dr Amruta Kulkarni, Dr Saleem Zaidi, and Dr Manoj Das, carefully chosen for their credibility and suitability to Ayurvedic product promotions. To infuse creativity, influencers were sent the products, requesting them to share honest reviews. The response was overwhelmingly positive, resulting in dedicated and unfiltered reviews posted on their YouTube channels.Conclusion
Through the collaborative efforts of Dabur and #ARM Worldwide, the campaign successfully conveyed the product benefits, established a consistent brand recall, and fostered customer engagement. The influencers played a crucial role in endorsing the Ayurvedic juices, contributing to a healthier lifestyle not only for the body but also for the mind and mood.Results
- Phase 1 set a benchmark with 25,000+ likes, 1 million views, and an impressive 14 million impressions.
- In Phase 2, the videos received widespread appreciation, accumulating 1.7 million impressions, a remarkable 22.50% engagement rate, and an average of 140,000+ views per post.