Challenge
To connect with their B2C consumers, Legrand wanted to take a relevant and relatable content-driven approach, where the brand presence would be incidental.
Solution
CONSUMER INSIGHT Video content is the most consumed type of content across all digital media – especially in India. SOLUTION - THE IDEA We created a 6-episode web-series with Legrand’s products integrated. The Good Vibes narrated a very relatable story of a young couple and their issues with their relationship, society’s expectations and their electrical infrastructure. Throughout the series, the product placement appears incidental; as glue to a larger story taking place. Legrand electrical appliances seamlessly became a part of the story being told. Indians spend 1.27 hours per week watching digital video content. Video content that was easily accessible, relatable and relevant, is what struck a chord. In a world full of stereotypical relationships, we chose to break the most common stereotype. We promoted a very strong message about a house-husband choosing to stay at home, while the wife continued to shine at work. Thus, making Legrand a part of the house-hold & digital conversations across the country.
Results
The main characters, Jonita and Lakshya introduced a whole new target group to Legrand, by immersing them in their capturing narrative. Because of the overwhelming response, the show has been renewed for a second season. The series was also talked about on radio, print and digital publications. Conversations. Mentions. Reactions. -2000% growth in brand salience -12 million Video views -63 million Impressions -3x leads in first three months -225k engagements across digital media -600% growth in brand search volume
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