GSK Horlicks is the leading food health drink in India and as 'The Most Trusted Drinks Brand' it enjoys more than half of the Health Food Drink market. Scientifically formulated to specifically cater to the needs of the Indian diet, the delicious flavours of Horlicks have made it popular with kids and adults alike.
GSK Horlicks wanted to help parents incorporate Horlicks in the diet of their children. Given the versatility of the formula, Horlicks can be added to a variety of different recipes, greatly enhancing their taste and nutrition content.
Influencer-based Twitter campaign
We engaged with popular Indian food vloggers to make recipe videos in which they made delicious kid-friendly beverages using Horlicks. Additionally, we launched an influencer campaign on Twitter to promote the said videos through a contest. Influencers promoted the recipe videos among their followers, answered quiz questions and shared the various hashtags related to the campaign.
We received an overwhelming response to the campaign. Each recipe video that was a part of the contest achieved thousands of hits. As a result of this campaign, GSK was able to dramatically increase its followers on Twitter and subscriber base on Youtube.