To effectively deliver on the campaign objectives, a comprehensive go-to-market strategy was developed, ensuring integration across all brand touchpoints. The strategy emphasized Naivas’ BIG on YOU value proposition, resonating with customers through five key pillars: Home of Deals, Value, Freshness, Variety, and Quality. The campaign was executed through a 360 degree approach, leveraging multiple channels:
● Traditional ATL and BTL Media: Television, radio, and print advertisements ensured
broad reach.
● Digital Content and Activations: Engaging online campaigns amplified visibility and
interaction.
● Out-of-Home (OOH): Strategic placements enhanced physical brand presence.
● Paid Media and Influencer Marketing: Collaborations with influencers expanded
audience engagement.
● In-Store Branding: On-ground activations reinforced the campaign message at the point
of purchase.
A unique creative element of the campaign was the production of a three-part brand film tailored for the festive season. This was complemented by the creation of a distinctive brand soundtrack, which was further popularized through an interactive dance challenge. The overall execution was carefully designed to evoke excitement, warmth, and hope, reinforcing the emotional connection of being “at Home” with Naivas. This holistic approach ensured the campaign resonated deeply with customers while achieving its commercial objectives.