In May 2019, the edible oil brand Fortune Rice Bran Health oil from the house of Adani Wilmar shifted its positioning from #DilSePyar to #SehatKaPromotion and launched a nationwide campaign to promote it. The brand mostly targets women and has been launching various advertisements and other consumer engagement initiatives at various festivals and occasions to reach out to this set of audience.
In a most recent attempt to increase affinity with the women audience, the brand has launched a user-generated content contest ‘#SehatKaPromotion’ in the form of a 21-day challenge. The contest is amplified by bringing on board female fitness influencers.
The influencers that the brand has collaborated with are Sonali Swami (@sonali_swami), Rashmi Anaokar Agarwal (@rashmi.anaokar.agarwal), Shibani Gharat (@shibanigharat) and The Fitness Vogue (@thefitnessvogue) to promote the challenge.
These influencers are seen sharing their fitness regime and how they are taking up one challenge or activity a day for 21 days to keep fit and encouraging their social media following to participate in the challenge. 10 lucky winners will be given away fitness bands. One needs to upload a video or a picture performing the challenges using the hashtags #SehatKaPromotionChallenge and #FortuneRicebranOil and tag Fortune Foods.
Scientifically proven, it takes a minimum of 21 days to imbibe or to leave a habit.
Instagram posts by female fitness influencers:
Until now, in an estimated media value pegged around Rs 3-4 lakh, the brand has garnered nearly 1.2 million views on Instagram for the campaign.
Fortune Rice Brand Health Oil’s Instagram performance, according to Sheeko Brandscore graph:
Also, according to the Sheeko Brandscore history graph, it is seen that the brand isn’t consistent on Instagram for social media engagement with its TG or even a much believer in influencer marketing.
Sheeko Brandscore history graph of Fortune Rice Bran Health oil:
Eight months ago and again on World Heart Day, the brand launched the UGC challenge, asking wives to share healthy food recipes that help them take care of husbands’ health. In return, giving away goodies to the winners.
Then, on Independence Day, the brand asked the consumers to share pictures and video dishes made in tri-colours of the Indian national flag using Fortune Rice Bran health oil. During Diwali, the brand launched a similar UGC contest where it invited people to share recipes and food platter that looked like rangoli.
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