The Story of how Band-Aid took a stand!
BAND-AID® Brand Adhesive Bandages have long been a staple in a family's first-aid kit as a source of healing, comfort and protection. And as the brand has expanded over the years, so too has the technology and innovation behind it. BAND-AID® Brand has moved from being strictly a bandage to becoming a brand that offers a wide variety of products to meet the diverse needs of today's active families and their lifestyles.
Challenge
In the case of Band-Aid, it’s become such a household name that it has lost it trademark significance. For consumers Band-Aid has become the shorthand for similar products. Band-Aid is struggling to be a product of relevance and not just a product of need. A brand consumers can align themselves with thus generating brand loyalty.
What’s the Plot?
Band-Aid a brand focused on healing
BAND AID ‘UNTAPPABLES’ says to put on bandages and take a digital detox - an effort aimed at helping people "heal” their relationships by engaging less with their phones and more with each other.
Band-Aid a brand that’s socially responsible
Band-Aid partners with RED in the fight to end AIDS. It is encouraging people to #BANDTOGETHER and wear their (BAND-AID®)RED bandages as a symbol of collective action.
Holistic Health Approach with a focus on emotional and mental health well being
Consumers aged 25-42 will be most responsive to brands stressing a holistic approach to health and wellness.
Consumers care when brands share their personal values
Mintel research shows that about half of all Americans say they care if a company represents their personal values, a sentiment stronger among consumers under the age of 35.
Consumer apathy toward first aid products is likely holding back sales and may prove to be tough to overcome
Despite the high penetration of first aid products, many consumers show signs of relative disengagement in the category.
Branded options struggle as private label grows
As consumers prioritize value and function when shopping for first aid products, several brands are experiencing declining sales as consumers question whether they are willing to pay a premium for name brands.
Digital is the new currency for connecting with consumers
People believe brands and social media can power connections. Despite feelings of division, 91% of people believe in social’s power to connect people. More specifically, 78% of consumers want brands to use social to help people connect with each other.
Business Goals - Brand-recall, Increased sales , Amplification, Advocacy
Brand Goals - Loyalty , Community , Authenticity and Deeper meaning
Now that we know who we are talking to, it’s time to dive further
where is this research leading us?
The human truth
The conversations around having an holistic health approach are on the rise among millennials. They are the first to openly discuss and promote mental health. Millennials have the power to influence and start conversations and at the same time will applaud efforts towards better mental health.
‘Why’
should band-aid be a part of this?
Band-Aid has already established itself as a brand that promotes healing of all kind. Diving further into this, Band- Aid can extends itself into healing that is beyond the physical spectrum.
‘How’
can Band-Aid do this?
Standing true to its values, realizing the market space and understanding the consumer needs Band-Aid initiates conversations around mental health under the campaign -
Campaign
Campaign Overview -
Collaborate with Target, Walmart, Instacart that are offering scheduled delivery and pick up options to give out Mental Health First Aid Kits to people all around NYC.
Send the kits to hospitals and urgent care who are fighting hard in this time of crisis.
At home care package packaged as Mental Health First-Aid Kits designed to help users deal with lockdown anxiety and stress promoting mental health awareness.
The kit will have a manual with self care tips. Band-Aids that have been designed to help promote the same.
Fridge magnets, Chamomile tea, A pocket friendly card with helpline numbers for professional help that they can keep with them always.
Social Media ads on Instagram / Facebook and Twitter to make the message has a wide reach
Encouraging users to share photos of them in support of the cause on social media with the #NotAllWoundAreVisible.
Measurement of Success
Earned Media
Number of content views, shares, forwards, likes and comments per content
Tracking social media mentions and user engagement through #NotAllWoundsAreVisible
Brand sentiment
Brand opinion rises, consumers are positively and actively talking about the brand on social media.
IncreasedNetPromoterScores
Conversion
Increased sales, both online and in-store purchases.