[vc_row][vc_column][vc_column_text]About Milklane
MilkLane is the first industrial-scale collection and distribution platform for high-quality milk. With an idea to bring world-class quality and superior milk products to Indian homes, they started focusing upon the consistent quality of milk which is safe from toxins and antibiotics with no adulterants and preservatives. With this idea, their product catalogues high-quality UHT milk and MilkLane curd.
The “MilkLane Aayush” cattle feed is made from best in class ingredients to give the cattle the best nutrition they require. The team of in-house expert animal nutritionists ensures that every batch of feed that reaches to the customers meets the promise of high-quality essential nutrients like true protein, vitamins, and minerals. It comes in three variants namely Aayush Rich, Aayush Max, and Aayush Super.
The benefits of the product are as follows-
- Improves quality and quantity of milk, leading to higher income
- Improves the health of the cattle, thus reducing medical expenses
- Optimizes reproductive efficiency of the cow, leading to one calf every year
- Value for money pricing
- Added services and customer support
Challenges Faced
- Customer Inertia – insufficient Brand Awareness
- Inadequate Brand Presence in Digital Media
- Unable to make the regional target audience aware of the USP of the product
- Unable to create a social media presence
- Faced difficulties to develop strong Influencer reachability, B2B Connection and B2C Connection
VERNACULAR SOCIAL MEDIA POSTS
Target Audience
- B2C Buyers like Small scale shop owners, dairy farmers, animal husbandry, livestock rearers in rural areas
- B2B Buyers owning a dairy business, dealers and distributors
- Influencers such as people in rural as well as in urban where word of mouth holds primary factor in the branding of the product
Target Area
Rural markets of –
- Tamil Nadu
- Maharashtra
- Karnataka
Marketing objectives
- To reach the mass and generate leads
- Building Brand by improving Online Presence
- Increase in Brand Awareness on selected geography
- Increase in Social Media Engagement
- Increase in B2B Connection, B2C Connection
- Enhancing Online Visibility by sharing USPs of the product
An Integrated Approach
Ascent used both social media market marketing, online messaging services using Whatsapp by
- Strategic Posts for Promoting Product USPs
- Targeting Audience through Vernacular Content Strategy
- Strategic Special Day Posts for Better Audience Engagement
- Puzzles and games to engage with target groups
POST FOR MISSED CALL
We have been handling this for the last couple of months and in a short span of time, we have been successful in getting good traffic to their website, generating good traction on their Facebook page. A systematic vernacular content strategy was used to increase brand visibility in the aforementioned three states. The frequency of engagement of existing leads increased to three times during the campaign activity. The age group of 35-44, mostly male were high participation in the customer engagement during the social media campaign
We had also deployed a call centre team to engage with the target groups and handled their queries efficiently and generated the hot leads who were quite interested in the product.
Further with the existing database, we engaged with the target groups by organizing different activities like puzzles and games in order to raise awareness as a part of product promotion and campaign strategy.
Results Achieved
- Total Page Likes 4K+
- Total Impressions 3L+
- Cumulative Ads Reach 9L+
- Cumulative Post Reach 6L+
- Post-Engagement 1L+
- Inquiries generated 2.5k+
- Leads generated 5K +
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