WHEN CONSUMERS BECOME INVENTORY TRACKERS by Creativeland Asia for Hippo

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WHEN CONSUMERS BECOME INVENTORY TRACKERS

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Industry Confectionery & snacks, Snacks
Media Direct marketing
Market India
Agency Creativeland Asia
Executive Creative Director Vikram Gaikwad
Creative Director Anu Joseph
Account Supervisor Jay Gala, Anjali Khanchandani
Released January 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: PARLE AGRO
Product/Service: HIPPO BAKED MUNCHIES - SNACKS
Agency: CREATIVELAND ASIA
Date of First Appearance: Jan 31 2010 12:00AM
Entrant Company: CREATIVELAND ASIA, Mumbai , INDIA
Entry URL: http://www.hippofighthunger.com/hippoinventorytrackinginterface
Chief Creative Officer: Sajan Raj Kurup (Creativeland Asia)
Executive Creative Director: Vikram Gaikwad (Creativeland Asia)
Creative Director: Anu Joseph (Creativeland Asia)
Senior Writer: Huzefa Kapadia (Creativeland Asia)
Writer: Vinit Bharucha (Creativeland Asia)
Account Supervisor: Jay Gala (Creativeland Asia)
Account Supervisor: Anjali Khanchandani (Creativeland Asia)
Advertiser's Supervisor: Nadia Chauhan (Parle Agro)
Media placement: Social Media (Twitter) - Twitter (Www.twitter.com/hellomehippo) - 23-02-2010
Media placement: Internet - Website(Www.hippofighthunger.com) - 05-02-2010
Media placement: Television - 25 General Enternatinment Television Channels - 31-01-2010
Media placement: Direct Marketing (Mailing) - Personalised Hampers To Consumers - 05-03-2010

Describe the brief/objective of the direct campaign.
Hippo Baked Munchies, a new entrant in the $1.5bn Indian snack market, was launched in 400,000 stores across India. Unexpected sales put pressure on Hippo’s new yet efficient Sales & Distribution network. Stocks were drying up in stores by the hour and they found it challenging to track and re-stock the empty stores as quickly. Especially as 92% of the Indian snack market is still unorganised retail. The challenge was to track empty stores quickly and plug the lag in supply, and help Hippo cope with this super demand.

Explain why the creative execution was relevant to the product or service.
The strength of the creative lies in its ability to blur the lines between consumer, the sales, distribution and marketing. And get them to seamlessly work for the brand. Its originality is in being able to exploit social media in a way it has never been done before. Hippo used Twitter effectively. He interacted with his customers using his inimitable style. Also, when Hippo actually refilled stocks when the customers needed to snack, Hippo lived up to his motto of Don't go Hungry. Hunger is the root of all evil. And became even more endearing to his customers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Hippo used Twitter to do something that it has never been expected to do before: To act as an inventory tracking interface. To get consumers to track stock by the hour and report to the Sales & Distribution teams. To do this, Hippo got his followers on Twitter to send him a tweet whenever they were unable to find Hippo packs at a store. A core cell was set up to collect and disburse this information to the respective sales teams who restocked the store within hours. Hippo also reciprocated with incentives and real-time stock replenishment updates on Twitter.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Tweets poured in from 45 cities across India. At zero cost, Hippo had 400 additional people helping with Sales & Distribution over Twitter – equivalent to almost 50% of the strength of its Sales & Distribution network itself. Sales rose by 76% in the first few months of its launch. The campaign even helped Hippo identify, gauge demand, and prioritise its high potential new markets.