Indian adhesives manufacturer uses Sproxil champion to broaden influencer network.
Background
Pidilite Industries Limited is a pioneer manufacturer of a wide range of consumer and specialized chemicals in India. It sells and markets a variety of products including adhesives and sealants, construction and paint chemicals, automotive chemicals, art materials, industrial adhesives, industrial and textile resins and organic pigments. It manufactures and sells the Fevicol range which includes Fevikwik; an instant adhesive that is very popular in South Asia.
Insight
In 2002 Pidilite founded the Fevicol Champions Club(FCC) as a personal & professional growth platform for wood contractors, who are the customers of a range of furniture chemicals it produces under the brand name Fevicol. By 2013, the FCC club network had grown from two cities to 15,000 members in 119 cities. That year, the club made it into the Limca book of records for their feat on Shram Daan Divas; a holiday in December during which all members across India offered their services for free to institutes in need of furniture repair.
Problem
The FFC club forms a major influencer group for Pidilite industries, and even though it was doing well in Tier 1 cities, they hadn’t quite achieved the same level of saturation in other demographics. They wanted a campaign to broaden and engage this influencer network in Tier-2 and Tier-3 Geographies.
The Sproxil Solution
Sproxil recommended the Sproxil Champion; a mobile technology based consumer engagement and loyalty solution. First, Sproxil conducted a complete study of Pidilite’s entire influencer network for tier-2 and tier 3 geographies. This study revealed that prepaid mobile airtime credits would work well as an incentive for the group.
Next, Sproxil printed for Pidilite, scratch-off cards similar to pre-paid airtime recharge cards. These cards were then distributed after successful participation to members by sales representatives. When members scratched off the cards, they would text the revealed code to Sproxil’s designated long code ,and follow a series of prompts to register. After completing the registration, they would receive airtime credits worth 50 INR to that mobile number.
Results
With Sproxil Champion, Pidilite was able to achieve targeted profiling of 50,000 influencers. During the period of the campaign, Pidilite saw an increase of 20% in participation from target demographics, as well as an overall increase in FCC club membership in those areas. The campaign’s success also reflected in the sales volume, as over 50% of sales recorded during the period were repurchases.
Future
The technology behind the Sproxil platform did not shut out the client. Rather, it provided them with real-time access to campaign analytics through the data analytics portal. Thus, Pidilite was not only able to access the anonymized data of their clients but use this afterward to run retargeting campaigns. The success of the campaign encouraged Pidilite to expand Sproxil’s offerings to promote other products as well.
