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VLCC, a renowned wellness and beauty brand, specializes in weight loss programs as a key revenue driver nationwide.
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Challenges:
Despite its nationwide recognition, VLCC faced stiff competition in Bangalore from local brands, smaller chains, and renowned dieticians like Anjali Mehta. The challenge was to increase brand visibility and drive more walk-ins to their Bangalore centers, particularly for their weight loss programs.
Objective:
The main objective was to boost brand awareness and increase the number of prospects visiting VLCC centers in Bangalore, ultimately translating into higher customer engagement and revenue for their weight loss treatments.
Services Provided:
VLCC partnered with Anshul Choubey, Managing Director at Creative Vasishtha, as their strategic marketing consultant. He developed a comprehensive annual marketing plan and budget tailored to the client’s goals. The strategy focused on a mix of ATL (Above-The-Line) and experiential marketing activations, along with digital marketing efforts.
Marketing Actions Taken:
1. ATL Activation - Media Buying:
Why Radio?
With many corporate executives in Bangalore spending significant time commuting in cabs and personal cars, radio ads were chosen as a highly effective medium to reach this audience. The continuous airing of ads on Radio Mirchi created brand recall and awareness during peak commute times.
Our Approach:
- Developed engaging radio ad scripts.
- Coordinated with service providers for optimal placements and timely execution.
- Ensured the ads were broadcast during high-traffic commute hours to capture the attention of busy professionals.
2. Experiential Activation - Activations at Premium Locations
Why Experiential Marketing?
Experiential marketing allowed VLCC representatives to directly engage with potential customers at top-tier clubs, A-class apartments, tech parks, and corporate offices. This face-to-face interaction provided an opportunity to explain the benefits of VLCC’s weight loss programs and distribute discount coupons for trial services.
Our Approach:
- Mapped out the target catchment areas.
- Executed a full on-ground experiential activation campaign, leading to a measurable increase in walk-ins.
- Facilitated direct interactions between VLCC representatives and potential clients, fostering brand trust and driving immediate engagement.
3. Digital Marketing - Instagram Campaign & Landing Page Development
Why Instagram?
Instagram allowed VLCC to directly target its desired audience through sponsored ads, ensuring a higher rate of engagement and visibility.
Our Approach:
- Created an interactive landing page designed to provide valuable information about the weight loss programs, while also enabling easy registration for appointments.
- Developed and launched a targeted Instagram campaign to attract relevant prospects, resulting in increased footfall at the centers with minimal cost per acquisition.
Conclusion:
Through a meticulously planned and well-executed marketing strategy, VLCC successfully regained momentum in Bangalore’s competitive wellness market. The combination of ATL radio campaigns, experiential marketing activations, and digital marketing efforts led to a significant increase in brand awareness and a measurable uptick in walk-ins for their weight loss programs. By leveraging multiple channels and targeting key audiences, VLCC not only strengthened its brand presence but also achieved its business objectives in a cost-effective manner, positioning itself strongly against local competitors.
