Raahil Chopra
May 14, 2019

I-Com Global Summit: How Godrej Hit used data to fight dengue

Mindshare USA's MD for marketing sciences explained how the insect repellent brand Hit looked to unite platelet donors in India with those suffering from dengue

I-Com Global Summit: How Godrej Hit used data to fight dengue
Ikechi Okornokwo, MD – marketing sciences, Mindshare USA, presented Mindshare India’s ‘fighting dengue with a dose of data doctors’ entry for Godrej at the I-Com Data Creativity Award in 2019.
 
Okornokwo introduced the case by stating it had a high social impact and connected to the business values for Hit.
 
He stated, “Dengue fever saw a 218 per rise in India. It takes very little time for dengue to become an epidemic. It can be treated by timely platelet transfusion. Godrej didn’t want to come across as ‘opportunistic’. We saw the areas where dengue was breaking out across both urban and rural India. We saw the time period of the year when this actually happens.” 
 
Mindshare used four data sources:
 
1: Primary research from GCPL across urban and rural India.
2: Health management data from government.
3: Google data of people searching for dengue.
4: Hospital related data.
 
Okornokwo explained, “So this made sure we went to the actual areas where spikes were reported. There were different types of messages pushed out through an app that was created to get donors. They could get to know which hospitals they can go to. We went beyond conventional means and adopted localised as well as newer mediums as per the geographies to amplify the reach of the message.” 
 
Impact 
• Built a first of its kind 1,20,000+ platelet donor community in areas that required platelet transfusion the most. 
• Five million plus people reached across all targeted markets.
• 16 per cent click to registration received against an industry benchmark of two to three per cent.
• Top industry news portals covered the campaign generating earned media worth US$ 3,00,000.
 
Winners of the Data Creativity Awards 2019 will be announced later tonight at the I-Com Global Summit 2019.
Source:
Campaign India

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