Hi! I am Mr. Android, let’s take a glance of how an AI-enabled technology helped a brand address their customers need in an unconventional way through data analysis and understanding user behavior
However, let’s understand the brand first.
As people age, it is common for them to experience change in their muscle mass & physical strength. It typically begins in your 30’s and results in reduced physical activity and decreased strength.
Ensure is a complete and balanced nutrition brand for adults to support their bone & muscle strength so that they stay strong & active.
Now, Understanding Brand Challenges !
Many people may not be aware that muscle loss is a natural part of ageing and may not recognize the early signs or symptoms.
Hence, the brand wanted to tap those initial moments when a person realizes the symptoms of muscle loss. It wanted to be a part of the consumer journey from the moment a person realizes the problem and be a part of their continued journey.
Moment of truth happens during casual conversations with our friends, family, colleagues.
We talk to our peers when we feel tired or weak.
The Great Insight !
I feel so tired, my joints are hurting.
Mine too !!
Yaar, aaj bhot thakan ho rahi hai
“It’s all about engaging people at the right time in the right place .”
The Great STRATEGY !
This is where I come into the picture. I am always listening to your problems.
The focus was to reach the users when they are casually discussing their problems and are unaware of their muscle loss journey.
With the Al enabled technological solution, Tuttler could understand the auditory signal of the users as they speak one of the selected keywords when they are around their mobile devices.
By analyzing keyword level data aligned with these mobile devices the platform could target these users in real time and thus bringing real time relevancy
The beauty was the platform had evolved to being able to identify keywords of Indic languages. The system mapped language specific keywords to languages specific creatives.
The Brand, therefore, collaborated with “Talking Tuttler” (Mr. Android) to bridge the gap between the brand and the consumer.
Understanding the execution !
Based on the customer data available, a set of 50+ local keywords were created in the key markets to create more relevance within the target audience.
Whenever a user speaks one of the selected keywords, I read the auditory signal and show them the notification of the Ensure product making them understand the importance of muscle mass and thus the need of the product in their life.
A glimpse of some of the local keywords !
HINDI/ENG | TAMIL | TELUGU |
Thakan | Alasata | Sorvu |
Saas Phulna | Ūpiri āḍakapōvaḍaṁ | Moochu Tinaral |
Jodo ka dard | Kīḷla noppi | Mūṭṭu vali |
Tanav | Ṭenṣan | Udal Padatram |
Taakat | Balaṁ | Sakti |
Pairo ka dard | Pādāla noppi | Kāl vali |
peeth dard | Vennunoppi | Mutuku vali |
Josh | Jōṣ | Urchaagam |
Kamzori | Balahīnata | Balaveenam |
Haafna | Ūpiri pīlcukōṇḍi | Moochu Tinaral |
Weakness | Neerasam | Balaninata |
Bhot jyada peeth dard ho rha hai !!
Understanding consumer journey!
Yaar, aaj bhot thakan ho rahi hai
Collection of cookies
Cookies re-targeted
Generated Leads
Moments of being tired
Discussing with a friend about being frequently getting tired
Notification popping up
Picked up the auditory signal of the word “Thakan”
Taking the user to the product page
And Mr. Android gave us some really great results !
Unprecedented 8.8% CTR against the 2% benchmark
0.8Mn cookies generated
70% more time spent on website
55% more leads submitted
Data analysis showed users being unaware of their problems which caused tiredness or weakness due to muscle loss.
Collaboration with “Talking Tuttler” helped the brand communicate its solution and become a part of the customer journey at an initial phase by figuring out the problem.
As I said before, I am always listening to your problems.