IN-LANGUAGE WEBSITE IMPRESSIONS
Creative & Production
Media Planning & Buying
– New Media: Digital, Social
– Traditional Media: TV
We set out to dispatch a message on the relevance of personal hygiene products for Canadians amid the global pandemic, as well as develop a GLOCAL marketing strategy that resonated with minority groups living in Canada for heritage hygiene brand, Pears.
Pears is one of the oldest health & wellness brands in the world, first going market in 1807. The South Asian community, accounting for 25% of the total population in Canada, is one that is very familiar with brand, with many having grown up with it in their home countries. Paired with the dramatic increase of media consumption among ethnic consumers during the pandemic, this provided a prime opportunity to put forth a message with purpose.
With many people staying home for extended periods during the pandemic and media consumption spiking, we conceptualized and produced a purpose-driven brand video and strategically placed it on ethnic and South-Asian digital media, social media, in-language TV channels, and OTT IPTV platforms. The 20-second video, although not a typical commercial length, drove home the recommended time to wash your hands adequately and encouraged viewers to actually take that time to wash their hands.
We generated a lot of engagement and created intent by showing how a timeless brand still has relevance in today’s world and encouraging viewers to take an action that is also conducive to trying (or retrying) the brand.