On the occasion of Women’s Day, a pharma consumer brand Ranbaxy Volini goes Carpe diem. They launched a very interesting campaign called “Pat on the Back”, saluting women across all dimensions.
Objective:
A social objective to appreciate and solute women, create brand presence.
Execution:
Volini invited people to celebrate Women’s day by appreciating the women in your life and patting their back quite literally through a Facebook app “Pat on the back“. The app allows users to select a medium: Facebook, Email, Neither Facebook nor Email.
There are two parts to do so. First, whom would you like to pat? Select the person you wish to send the pat to and enter their details. Second, why? The reason for the pat like loving unconditionally, being a woman of substance, effortlessly balancing career, passions and home, etc.
Volini will then send your pat to the desired women and make her feel special on this very special day. The brand also remembered and honored well known women like Madhubala, Kalpana Chawla, Mother Teresa, while promoting this campaign.
The campaign was also promoted on Twitter, redirecting users to the Facebook app. Users also stand a chance to win exciting prizes. The contest ended on 12th March 2013.
A special #Patontheback for#womensday
— Ranbaxy Volini (@RanbaxyVolini) March 8, 2013
Positives:
A well planned and executed campaign to honor women. This campaign shows the brand’s respect towards them and their social responsibility.
The campaign gained enormous participation. Within 7 days, they received about over 10,000 pats, successfully creating awareness in the society.
The campaign has a social angle to it which makes it viral. The user connects the brand to his friends with an emotional touch.
Scope of Improvement:
Though their presence on twitter has been limited, the brand had people talking about the campaign. They could have also trended the hashtag #PatOnTheBack by approaching influencers and getting celebrity endorsement.
Conclusion:
Kudos to a commercial brand for taking an applaudable initiative, spreading awareness for a good cause. One of the most brilliantly executed campaigns on Women’s day, while most brands were competing to gain visibility.
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