#MissionEldersFirst was created during COVID to bring forth the human side of the brand and content was created and posted regularly to increase organic reach and build the brand image within the audience. The goodwill created was immense with multiple PR articles supporting the campaign.
User Generated Content (UGC) was the way to go to promote authentic feelings through heartwarming and relatable content. This Father's day video was well received and helped the brand increase awareness and sales together.
Eye catching visuals closely tied to the brand's personality. The content chosen is always in sync with the needs of the audience and the responsibilities of the brand as their care provider.
Eye catching topical creatives increased reach and boldly put forward the empowered and positive attitude of the brand.
The old colors were not in alignment with the brand's vision to be an energizing, positive presence in elders' life. A complete revamp was done and except the neutral and dark greys, every color was changed to a brighter, expressive palette which helped the brand vastly differentiate itself from the competitors and rightly reflect their persona: an energizing community that cares and nurtures (feminine) elders with expertise and sophistication.
After 3 days of intense visioning sessions with the promoters of the brands, a brand persona for Emoha was decided. The brand persona closely reflect the vision of the brand, the attitude and personas of the founders and promoters and helped us develop the brand collateral and tone based on the same.
A complete revamp of the brand required a strategy that was thought inside-out. The older logo had a more serious, traditional tone to it and was difficult to separate from its misunderstood persona of another healthcare brand rather than an eldercare specialist brand. While the original title font was retained, it was thickened to increase visibility since the brand regularly interacted with elders. The brand colors were changed to a more vibrant and happier tone. The tagline #EldersFirst was added to the logo and it replaced the word 'eldercare' to disassociate it from the healthcare image. The # was intentionally used in the tagline to indicate the brand's digital approach. The emblem of the elder-flower was also added to the side to visually represent the brand persona.
To represent the caring, nurturing and graceful brand persona of Emoha towards elders, a word-mark was not sufficient. We researched about elders and eldercare and took a deep dive into eldercare and rituals related to them and stumbled upon the mythology of the elder-flower. And hence, chose to form an emblem that visually represents the brand's ethos.
An Eldercare Tech company initilly approached us to rebrand their brand completely from scratch since the existing look and feel was not in syc with the vision. They also needed help in restructuring their marketing and digital media strategy to increase brand awareness. They were planning on expanding and taking their services nationwide, and the COVID crisis quickly turned their struggle to an emergency. They were in dire need of an end to end effective communication strategy that reflected their vision and can be quickly turned around and executed.
A thorough brand audit was conducted; every aspect was accounted for an in depth understanding to build a strong marketing and communication plan. The COVID crisis was converted into an opportunity to help more Elders and a volunteer program was put in place to help the community as well as generate marketing goodwill through organic initiatives that played on the strengths of the brand.
WOMM was hired as an extended in-house marketing team to weave together a tactical as well as strategic communication plan to tackle the crisis as well as capitalize the current opportunity in Eldercare. Also, rebranding exercise was undertaken of entire brand components to make them consistent and coherent with brand persona.
The deliverables included:
· Marketing and Communication strategy
§ Production/ Post Production
· End to end rebranding exercise of all external and internal components
· Continuous ideation and execution of marketing campaigns
Swift planning and execution during the lockdown gave Emoha the advantage in the market and helped in establishing its brand equity through strategies that played to the strength of the team in an hour when eldercare was most needed due to the COVID scare.
The Emoha volunteer program was a huge success, registering hundreds of volunteers across the capital region to come forth and help elderly in need
The marketing strategies executed during and after the complete lockdown were a hit as the company saw a sharp rise in engagement and brand awareness.
WOMM continues to create campaigns and strategise on their communication plans on a retained contract.