Henko
Using reality TV to drive brand engagement
We boosted sales of a laundry detergent brand by 56% with a TV talent show.
The challenge
Grow Henko's sales and customer base
Henko competes with Unilever's Surf and Procter & Gamble's Ariel in the Indian laundry detergent sector. With category penetration close to 100%, there is a continuous fight to gain market share through price promotions. Brand choice is driven more by habit than by any emotional connection.
As a younger brand, Henko's main challenges are to protect its existing base and win consumers over from its rivals. Our task was to build an emotional bond with consumers, instill brand loyalty among existing users and attract users of competing products.
Our insight
Women's housekeeping skills are under-appreciated
Most women who use Henko are home-makers. We found that a number of them have a very progressive outlook and are keen to realize their personal potential. They are confident women who are looking for opportunities to use a range of skills that often go unrecognized in the family circle and society.
These observations were supported in focus group discussions where home-makers, while optimistic, felt that their ability to multi-task was rarely appreciated.
Our solution
Create a reality TV show showcasing women's talents
We developed a reality TV show, in partnership with Zee TV network, to give home-makers the chance to show their all-round talent. This would focus on the state of Andhra Pradesh - a key market for Henko.
Taking the form of a talent contest and entitled Mrs Andhra Pradesh, the show was designed to find and honor the state's most talented home-maker.
We launched the project with a state-wide call for auditions using TV and print. Preliminary rounds were shown on primetime TV for 32 weeks. Finalists were invited to take part in an all-day event, during which they were tested on subjects such as cookery, general knowledge and housekeeping. Judging criteria also included personality, education and multi-tasking abilities. The finale was a three-hour special broadcast on primetime.
Mrs Andhra Pradesh was a runaway success, drawing wide audiences and sparking interest and gossip throughout the state and beyond.
The results
- Sales up by 56%
- Top ten program
- PR value delivered an ROI of 1000%+
