1. ENSURING Strength to ACHIEVE DREAMS
An integrated Communications campaign that uses the PARENT-CHILD RELATIOnSHIPs to highlight the role of caregivers in ensuring nutrition to older parents

2. TARGET AUDIENCE & CAMPAIGN INSIGHTS
The great Indian family has parents at the base of it, they are the foundation that holds every member in a household together
Indian parents play a primary role when it comes to influencing their children’s decisions as they grow older
They make an added attempt to help their children pursue their dreams, while allowing their own dreams to take a backseat
As the children thrive, they remain unaware about their parents’ lives and do not understand what their parents really want
Due to lack of strength and old age, the parents’ dreams remain unfulfilled
COMMUNICATION CHALLENGE
ENSURE™ was considered a medically prescribed supplement and had not been accepted or perceived as a lifestyle, daily-health drink despite campaigns
ENSURE™ hadn’t done any PR outreach in India, and therefore the need was to create maximum visibility in its first burst
OPPORTUNITY
Launched in India in 1999, for nearly 15 years ENSURE™ was sold exclusively via doctors and health care providers. However, with increased incidence in adult malnutrition in the country, Abbott saw an unmet need in community and embarked on a direct to consumer outreach to launch Ensure™ over the counter giving consumers access outside of hospitals and pharmacies.

3. UNDERSTANDING THE TARGET AUDIENCE
Users – Health Conscious, Nutritionally engaged
50+, health conscious, strong desire to manage their health and take action
Healthy and want to maintain their health
Caregivers – Key Purchase Influencer
Caring children, SEC A and B, educated, urbanized
First purchase, key source of information as well as influential factors for users
PRIMARY
SECONDARY
Parents are parents first – feel they shouldn’t be a burden on their children
Jump onto a chance to do prove their love for their children – no matter how old the child is
Young adults care for parents and feel “I have not done enough for my parents”
Jump into a chance to do prove their love to their parents if any.
Both users and caregivers understand physical and emotional ‘Strength’ is the biggest enabler to healthy ageing

4. STRATEGY
Leveraging the Asian cultural backdrop of the generation gap amongst children and parents, Abbott started a dialogue between young adults (caregivers) and their parents on their dreams and aspirations through a survey.
Create a rich emotional layer for ENSURE™’s brand communication using parents’ dreams as a central narrative cutting across various campaign elements - survey, TVC, microsite and digital platform
Leverage celebrity parent-child duos – Anil & Rhea Kapoor and Neena & Masaba Gupta to build salience and engagement for Ensure™

5. ROLE OF PR
PR played a central role in the Ensure Dreams 360 degree campaign taking the lead on survey amplification, launch event and providing content support for the storyboard for Dreams Video, KOL communication and also provided inputs for the making of the TVC.
Unveil the results of the Dreams Survey – the first leg of the Dreams Campaign
Building relevance for ENSURE in the adult nutrition category
Highlight the product features of ENSURE while telling the story about today’s “Indian Parent”
Build visibility and recall for the brand amongst key stakeholders – media, consumers, and influencers
Drive positive conversations around the brand as an enabler for DREAMS and STRENGTH
Sustain conversations on brand campaign throughout the year via an integrated PR approach

6. PR TACTICS INFLUENCER LED PANEL DISCUSSION
Identified influencer group of Anil Kapoor - Rhea Kapoor, Neena Gupta - Masaba Gupta
Influencers short-listed basis their relevance to the age group of our TG and their personal achievements
Influencers led the panel discussion on how “age” is just number - healthy living helps stay fit and achieve ones dreams. They also spoke about their dreams and how they have achieved the same
Media across platforms – Print, Electronic, Online, Regional were invited for the event

7. COVERAGE SNAPSHOT
Leveraged Influencers in garnering large features in Hindustan Times - HT Café, HT Brunch, NDTV, Zoom
Advised on leveraging only one celebrity for the Bombay Times paid story & also suggested the topic to be around fitness - thus ensuring large features in HT Café editorially
Influencers interacted with lifestyle publications - Elle and Grazia
HT café
NDTV
Elle
Grazia HT

8. BLOGGER ENGAGEMENT
Invites extended to lifestyle, health & fitness, F&B bloggers
Bloggers were leveraged to increase the credibility quotient of the survey
Key bloggers – The Vegetarian Bhukkad, The Mumbai Glutton, The FBAI and Hungry Ladki
Generated real-time online conversations, thus contributing to efforts of making the event trend on social media
The Vegetarian Bhukkad
The Mumbai Glutton
Hungry Ladki
The FBAI

9. Category building (unbranded)
SUSTENANCE
Category building (unbranded)
KOL engagement on the importance of adult nutrition
Well-positioned articles with Dr Shweta R in Mumbai
Hindustan Times – HT Cafe

10. RESULTS Print Campaign Digital campaign video PR Campaign 442 K
5 Mn Views
70 Mn Reach
Twitter Activity
Blogger Activity
Campaign website / CRM
59K Unique Visitors
6 Mn reach
6.9 M Reach
-Business outcome: Following the integrated marketing campaign, Ensure™ sales grew by 34 percent by the end of 2017.
-Earned media exposure:
Total media value stood at INR 6.5 CR with key exposures in Category A, B publications and 11 hours of broadcast coverage for the Ensure Dreams Campaign Launch
Ensure TVC
128 Mn Reach