“Godrej Security Solutions was to launch their newest product Goldilocks, a personal locker for everyday valuables. New and fresh in the market, the brand wanted to create a buzz and make people aware of this one of a kind product.
People tend to misplace their everyday valuables such as wallet, earrings, watches, keys etc. We wanted to create a space for the need of a locker to store everyday valuables and to make this category a talking point. Over a span of 6 months, we have aimed to build this category via various campaigns and tie-ups. ”
“Taking inspiration from the brand’s core thought of the children’s tale ‘Goldilocks & the three bears’, we aimed to highlight the idea of the ‘right fit’ for one’s everyday valuables just as Goldilocks finds her right fit in the baby bear’s porridge, bed and so on.
We came up with multiple campaigns – #UNLOCKGOLDILOCKS, #LOSTLOVESTORIES and #SEALTHELOVE, to create curiosity and buzz about the product at its launch and then after in such a way that kept the audience glued to the promotions. ”
Over a period of 6 months, the campaign received 1,56, 185 impressions, 6993 total tweets, 3127 total retweets, 88, 630 Facebook post reach (Scoopwhoop). The posters saw a good engagement rate on Facebook because of the personification of the objects, making it something the fans can relate to.