#ARM Worldwide’s #Magarkijakad Ignites Roff’s Brand Transformation and Demand Surge

Introduction

In recent years, we've witnessed a transformation in housing needs. As discerning homeowners seek the very best products to construct and maintain their houses, the demand for superior materials has never been higher. In the midst of this transformative trend Roff, a prominent name in tile adhesive space, has become popular. Pioneered by Pidilite Industries Ltd., Roff embodies a commitment to excellence in providing cutting-edge tile and stone fixing solutions. To help people discover the benefits of Roff's tile adhesive products, Roff teamed up with #ARM Worldwide for an exciting marketing campaign. This comprehensive Influencer Marketing Case Study highlights how ARM team leveraged the power of influencers to educate and inform the target audience about the benefits of Roff tile adhesive, ultimately leading to Pidilite Roff brand transformation.

Challenges

While some level of product awareness existed, some glaring issues persisted, including:

Establishing distinctions: Sharing clear differentiation between Roff and conventional cement emphasising its superiority in consumers' minds, and offering professionals like architects, interior designers, engineers, and contractors with Roff’s versatile usages, unique qualities and advantages. Breaking the old norm to adapt new habits was the core challenge
Mismatched alignment with Construction Needs: Professionals in the industry had limited awareness of Roff's or adhesives' full potential across all levels of construction and maintenance. This highlighted the importance of leveraging influencer collaboration in construction to bridge knowledge gaps and showcase the full potential of Roff's products in real-life scenarios

Objectives

In order to address the challenges faced by Pidilite, ARM worldwide team as their digital communication partner designed the #Magarkijakad campaign. This campaign primarily aimed to enhance product awareness and educate the audience, ultimately driving increased product adoption in the market. It aimed to:

Product awareness: Raise product awareness of Roff among architects, interior designers, and contractors. while establishing its superiority over conventional cement and emphasising its Unique Selling Points (USPs) over cement.
Educating: Share detailed knowledge about tile adhesive advantages and produce engaging educational videos to showcase Roff's benefits.

Strategy

The campaign's strategy was meticulously crafted. Unlike any other Influencer marketing campaign of merely creating digital content, #MagarkiJakad commenced with on-field activities and later transitioned to digital platforms like YouTube and Instagram. The onset of the campaign involved a critical ground-level assessment to gauge the awareness of the product. The team segmented the audience into two groups - one who had never heard of Roff and second those who had used the product. What came as a surprise was that most had not used the product at all. In response, the team's second strategic step was reaching out to these professionals with personalised Roff kits, and persuading them to replace regular cement to share their authentic experience. The campaign’s third step was to record the feedback and real experiences after a month of product usage. These authentic tried and tested experiences were then transformed into compelling content for media promotion, transforming this campaign into an icon of quality and innovation championed by the AIDC community, ushering in a new era of building excellence.

Creative Strategy

Building upon the strategic foundation, the creative strategy for digital media aimed to resonate with our audience on a personal level, delivering our message with authenticity and impact:

Campaign Name: #ARM christened the campaign as #Magarkijakad, a name inspired by Roff's crocodile logo symbolising strength and "jakad" meaning grips in English. This unique and memorable name perfectly encapsulated the essence of Roff's adhesive strength.
Scripting with Purpose: The scripts were carefully crafted to align with the specific needs of each category, architects, interior designers, and civil engineers and contractors. The language used in the campaign resonated with our audience, seamlessly blending easy-to-understand English with Hindi while maintaining Roff's brand image.
Optimising Visibility: During the content posting phase, #ARM guided influencers on strategic keyword usage to enhance visibility and reach.
Embracing Uniqueness: The influencers were encouraged to embrace their individual style and distinctive elements throughout the scripting, filming, and content-sharing process. This personal touch not only added authenticity but also resonated with their followers.

Implementation

What contributed to the great results was the focused implementation of the strategy devised.

Focused segmenting and targeting: #ARM recognised that our audience comprised architects, interior designers, engineers, contractors, and homeowners, each with their unique needs and perspectives. Therefore, the campaign was executed for three target groups: Architects plus Interior Designers, Civil Engineers plus Contractors, and end consumers or homeowners ensuring that the messaging spoke directly to their concerns.

Expert Influencer Selection: A crucial element of the strategy was to achieve widespread awareness of the product which demanded careful selection of influencers. Thirteen influencers were strategically chosen, comprising 12 micro-influencers and one nano-influencer. This selection was based on their professional backgrounds and demographics to maximise reach and credibility within the respective categories. The lineup consisted of both contractors and architects who skilfully demonstrated the product's application, highlighting the stark difference it made compared to traditional cement, emphasising enhanced quality and durability. Some of the influencers' channels included The Bluewall Studio, The Civil Developers, and Construction Zones.

Engaging Content Development: The team placed great importance on scripting. The initial base scripts were meticulously designed to address common pain points faced by our audience, present Roff as a solution, and highlight the tangible benefits of choosing Roff over traditional cement. Further, a strong emphasis on creating engaging content was given. This approach not only addressed audience pain points but also strategically aligned with Pidilite product promotion. The content script strategically integrated questions to pique the audience's curiosity and seamlessly provided solutions to deliver valuable insights. To achieve these goals:

Extensive market research was conducted, including a thorough analysis of social media comments and trends.
Additionally, they also studied competitor brands to gain insights into potential users' queries and concerns.

Influencer Guidance: The campaign ensured that influencers received comprehensive guidance, encompassing both pre-production and post-production phases. This involved assistance in scripting, video creation, and social media postings. The influencers were encouraged to maintain a consistent emphasis on highlighting Roff's usage throughout their content.

Continuous Support: Maintaining a strong, end-to-end connection with the influencers was paramount. The campaign team provided unwavering support, ensuring that the influencers were well-equipped to deliver the message effectively.

With this strategy & planned execution in place, the campaign proceeded with confidence, poised to make a lasting impact.

Results

The campaign delivered exceptional results, reaffirming the effectiveness of our approach:

#Magarkijakad garnered 1.9 million views and reached over 1.2 million people on Instagram. On YouTube, the campaign achieved 15K views and left an impression on 230K users.
An overwhelming response with 61K likes and 103K engagements, indicating strong interaction and resonance with the audience.
Influencer Ekta alone garnered a remarkable 1.2 million views, further solidifying the campaign's reach and effectiveness.
The videos generated consistent engagement in the form of comments, showcasing a genuine interest and curiosity among viewers.

Conclusion

The #Magarkijakad campaign, fuelled by a well-crafted strategy and creative approach, successfully addressed the challenges. By incorporating essential marketing strategies for home improvement, ARM’s influencer marketing team elevated Roff's brand presence, educated the audience, and ignited demand, reinforcing Roff's position as an industry leader.