Adgully Exclusive | Happydent, spreading it's message on Social Media

All brands are realizing the importance of the digital medium in today's scenario. A digital platform offers you to interact with your specific TG on a one on one basis and even otherwise. Marketers and advertisers alike are zeroing in on the potential of the digital medium by undertaking many innovative initiatives to make a mark with their consumers.

Happydent received international recognition in the advertising world with its Happydent White television commercial where it was shown Indians lighting up their city using the product. The product was instantly in all conversations and minds. While that commercial had a wide reach and was much appreciated, now Happydent has tapped into the digital medium which is the new buzz in marketing.

A Facebook page has been created to engage with real people through an interactive and participative contest ' "HAPPYDENT Sparkling Smiles" Contest. Speaking exclusively to Adgully, Abhishek Singh, Brand Manager, Happydent said, "The contest was launched keeping in mind the sheer popularity of the use of photos and photo sharing on this platform. Regular initiatives are undertaken specifically for Happydent page on Facebook in order to engage the users and keep the site relevant & provide the users with a reason to stay connected. On www.facebook.com/happydentgum members upload their pictures and a weekly winner from those uploaded pictures is chosen."

After which the photos selected are showcased on Happydent Facebook page wall, so that friends and friends of friends get to know through news feeds and tags. Happydent Surprize is an extremely personalized physical memento with the winners photographs printed on a Happydent branded mug, filled with Happydent gum and couriered to winners, which is then send to the winner. "The Happydent page initiative on Facebook has got a good response with more than 1.45 Lac fans & more than 10,000 smiling photographs uploaded by fans," Singh said.

He further added, "Recently a fresh Campaign on Happydent's Facebook fan page was initiated where fans uploaded their photograph and remaining fans voted for the best smiling pictures.32 winners were then shot by a professional photographer and will get their photograph printed on Happydent Flip top packaging. This is first of its kind initiative, where Facebook was the lead medium for such an Interactive Campaign."

Perfetti also launched a mobile based "Car Racing Game' sometime back for its brand "Happydent White', besides its facebook initiative. "Racing games are one of the most popular genres of games and riding well on this concept, Happydent's car racing game gels well with the brand proposition of "Whitening gum'. The player has to win the race without banging his car into other cars on the race track but if he rams his car into another one, the car headlights gets broken and one will have to use "Happydent White' instead of the headlights to light up the road and complete the race. If the player is not able to complete the game in the given 3 chances, he will lose the game and will have to play again to reach to the next level. Response to the game was overwhelming with more than a Lac downloads in less than 15 days," said Singh

"Digital medium has opened a plethora of opportunities to interact with today's youth. For Happydent, we interact with 1.4 Lac fans everyday and the count is increasing day by day. It is difficult to get such an interactivity and opportunity on any other platform," he further said.

In a time when consumer engagement is essential to reach out and connect with the consumers, Happydent has also fallen back on this.

"Consumer engagement adds a personal touch from the brand and in case of Happydent, it has always been a part of 360 degree Campaigns. In the past, Virals, Games and banner campaigns have been executed as part of Happydent theme campaigns, the response of which was overwhelming. In future, we expect digital to play an even more critical role in communicating with audiences and on digital platform; brands have to engage with consumers through Interactivity," Singh said.

The advantage of being present on a social media platform is that one can reach out to the right TG as all of them choose to become part of the Campaign voluntarily. It also provides a two way communication with the audience, according to Singh.

"Moreover, Analysis of Fan profiles shows that 95% of fans fall in bracket of Happydent Target Audience. This helps in being present on top of relevant consumer's mindspace," Singh added.

Apart from this Happydent has followed a 360 degree approach for its brand communication and for launch of Happydent Wave, a media plan consisting TV, outdoor & internet was executed last year. | By Janees Antoo [janees(at)adgully.com]