Youva- Engaging with the youth, parents and teachers during the pandemic

As one of the top 5 stationery brands, Navneet’s aim was to establish its relevance and empathy with its key customers through Youva’s brand communications.

We targeted the three affected segments by rolling out campaigns in phases, in an effort to help them overcome the effects of Coronavirus. We chose to adopt a positive approach amidst the challenges while maintaining the brand proposition of - 'The creator in you’.

As kids, teachers and parents were grappling with the idea of online learning and facing several challenges, we wanted to remind them of an alternative world they can escape to through their creativity.

We engaged our audience directly through social media- Facebook, Instagram and Youtube – and others indirectly through influencer marketing, traditional PR and on-ground activations by mobilising the company’s distributors and retailers.

Our campaign objective was to significantly increase relevant social media engagement of the brand – more views, more followers, more shares - by targeting the right audience, thereby increasing the sales of the products.

Idea

Youva’s brand proposition – ‘The Creator in You’ was leveraged in a phased manner, using three clear chronological opportunities. We approached and involved each target audience separately and came up with a unique idea and concept to uplift the spirits of children, parents and teachers in successive phases of the campaign.

Children/Students - The pandemic had put immense pressure on children as they shifted to an online model of learning with little interpersonal interaction. When one of the key festive occasions - Holi, the festival of colours – arrived, it presented the right opportunity to give children a chance to play with colours. With the pandemic-induced lockdown forcing kids to stay indoors, we thought of a fun way to encourage playing a safe Holi, promoting our colouring products in the process, through an innovative AR filter and creatives on social media.

Parents – As the 2nd wave wound down and adults began leaving the house for work, we wanted to remind them to be safe while keeping in sync with our brand proposition of - ‘The creator in you’. We used the key influencers for parents - children to deliver this message through a fun and heartfelt film. This message was amplified through influencers, as well as Youva’s distributors and retailers – the people who drive our sales.

Teachers - Our 3rd important stakeholder, who influence kids every day, were also facing a tremendous challenge of shifting to the online model of teaching. With so many brands already covering the ‘challenge’ aspect, we wanted to do something different.

On Teacher’s Day, we called all middle-aged teachers and asked them fun and nostalgic questions. We drew a small parallel between their time as a student and now what students are going through. The film turned out to be engaging and emotional as the teachers reminisced about their old days.