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Cinthol Deo Stick’s gets 1.5 million impressions through Twitter activity

The TVC of Cinthol Deo Stick, a cream-based deodorant, has been on air for a while now and has been well received. The ad has been conceptualised by Creativeland Asia, the agency of Cinthol brand, and has a title ‘DeoReborn.

The TVC of Cinthol Deo Stick, a cream-based deodorant, has been on air for a while now and has been well received. The ad has been conceptualised by Creativeland Asia, the agency of Cinthol brand, and has a title ‘DeoReborn.

The low price point compared to existing spray-based Deo gives Cinthol Deo Stick its USP. Banking on the USP of low price point, Cinthol introduced a unique social media activity on Twitter last week by its agency only. Titled ‘The Deo Calculator’, the brand under the handle @GodrejCinthol posted a question enquiring about the price of Twitterati’s deodorant. The users’ responses were followed by info-graphics from the brand showcasing the money they could save by opting to purchase Cinthol Deostick instead.

The activity soon started trending under #Deoreborn and #Deocalculator on Twitter. Continuing the conversation through Twitter on the second day as well, the brand set the average price of a deodorant at Rs 200 and then asked users to suggest interesting products that can be bought with the Rs 131 saved, with the best responses winning prizes. The activity generated 1.5mn impressions on the first day, with 2443 posts tracked for #DeoCalculator. 169 tweets were posted from the official handle @GodrejCinthol in response to Twitterati, reported Exchange4media.

Sharing his views on the activity, Sunil Kataria, Head, Marketing and Sales, India & SAARC, Godrej Consumer Products said, “Cinthol Deostick is a unique and differentiated product in the deodorizing segment with benefits which address key barriers to adoption in the deodorant category. The unique cream based formula delivers three times longer lasting fragrance, is gentle on skin and is available at a very affordable price point of Rs 69. Youth are the biggest target audience for us and they are perennially short of pocket money.  Our intention was to highlight the disruptive price point of the Cinthol Deostick in a fun and engaging manner. It is amazing how social media helps in propagating a meaningful message in the fastest and most impactful manner. We clearly hit a chord with youngsters through the #Deocalculator activity, and were overwhelmed with the quality and quantum of conversations on social media.”

 

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