Digital Makeover: How Sunrise Digital Media Elevated Government
Companies
1. Objective
Sunrise Digital Agency stands as a trailblazer in branding, ROI, and
marketing, particularly noted for its expertise in government
projects. With a remarkable track record of elevating well-established
brands into the digital era, Sunrise Digital emerges as a leader in
the industry. This case study delves into the digital transformation
journey of Mysore Sandal Soap, a cherished and time-honoured brand in
Karnataka, brought to life through the innovative strategies of
Sunrise Digital.
Mysore Sandal Soap: A Digital Renaissance
The campaign is ongoing, having started in 26 June 2020 and continuing
through 2024.
Objective:Revitalize the brand image and increase market
penetration of Mysore Sandal Soap products.
Recognizing the potential to rejuvenate the iconic Mysore Sandal Soap
for the digital age, Sunrise Digital initiated a bold campaign to
introduce the brand to the digital world. The strategy involved:
Digital Marketing on Social Media: Leveraging various social media
platforms to reach a broad audience.
Interactive Online Contests and Giveaways: Engaging users through
participatory activities
Individuals aged 18 and above across India
Creative Content: Sharing over 153 posts and reels with engaging
visuals and narratives.
Key Metrics and Results
Reach: Achieved 3.9 million reaches on digital platforms.
Engagement: Enhanced social media engagement by 80% across all
platforms.
Followers Growth: Increased social media followers by 50%.
Impressions: Achieved over 10 million impressions.
Analytics Tool: Utilized tools like Google Analytics and Facebook
Insights to track performance
Reality Show Integration: Gicchi Gili Gili and Nam Amma Super Star
Maha Sanchike
To leverage popular reality shows to enhance brand visibility and
engagement for MSS and MS products.
Strategy
Brand Placement:Strategic product placements in popular reality
shows like Gicchi Gili Gili and Nam Amma Super Star Maha Sanchike
to reach a wide and engaged audience.
Interactive Segments:Incorporating MSS and MS products into
interactive segments and challenges within the shows, creating a
memorable brand experience for viewers.
Results
Increased Brand Recognition: Enhanced visibility among diverse
audience groups.
Engagement: Higher viewer interaction with the brand through
product-centric show segments.
TV Series Integration: Lakshmi Baramma, SreeGowri, Ramachari, Karimani
To seamlessly integrate MSS and MS products into popular TV series to
drive brand familiarity and loyalty
Strategy
Storyline Integration: MSS and MS products were woven into the
storylines of popular TV series like Lakshmi Baramma, SreeGowri,
Ramachari, and Karimani.
Character Endorsements: Characters in these series were seen using
or endorsing the products, lending authenticity and relatability to
the brand.
Results
Audience Connection: Strengthened emotional connection with viewers
through familiar characters.
Brand Recall: Improved brand recall due to repeated exposure in
engaging contexts.
Sponsorship and Award Shows: Chittara Award Show
Objective
To associate MSS and MS products with prestigious events, thereby
enhancing brand prestige and reach.
Strategy
Sponsorship: Sponsoring high-profile events like the Chittara Award
Show to align the brand with excellence and recognition.
Product Placement: Featuring MSS and MS products prominently during
the award show, both on-stage and in promotional materials.
Results
Brand Prestige: Elevated brand status through association with a
prestigious event
Wider Reach: Exposure to a broader audience, including influential
personalities and celebrities.
Detailed Campaign: Mysore Sandal Social Media Promotion