AMBROSIAN WELL-BEING & ENGAGEMENT RESOURCES PVT. LTD II Instigating & Implementing The SHIFT: From An Honest Business To A Loved Brand, In The B2B Mental Health & Wellness Space.
Employee Health, Well-being & Wellness
Brand-to-Business Strategy I Social Media Management I Content Creation
Client’s Business Format: B2B
Case Study in Brief:
– Category: EAP I Well-being I HR & Business Support
– Years of Operation: 5 Years
Problem:
- WHAT TO DO – When it’s a nascent category with multiple narratives floating around?
- WHAT TO DO – When there are too many direct competitors – large, small & new-age with a sea of sameness of offerings and semantics?
- WHAT TO DO – When the external stakeholders are at times ignorant or just tick-marking the category or doing it to earn badge value?
- WHAT TO DO – When India as a county is a ticking time-bomb of mental health issues?
- WHAT TO DO – When mental health is at large a stigma to be hidden inside the closet?
- WHAT TO DO – When the business was just a business piggy-backing on references by names dropping?
- HOW TO DO – When the business’ ambition is “to be the most comprehensive and personalized mental health management solutions company for workforce globally”?
- HOW TO DO – When it’s all about attaining a fine balance of being preventive or curative?
- AND IMPORTANTLY – Should we build the category, or should we invest all our energies in building the brand Ambrosian?
Strategy:
- Mind Over Body – Changing The Game In An Ever-Changing World – It’s all about using the Digital Ecosystem To Build The Brand out of the Business.
- Sam & Andy figured out the urgent need to craft a BIG BRAND STORY to have “ownership” for years to come by…
- The need to work on the personal branding of the two Founders to establish thought-leadership.
- The brand has to create a perception based on the truths of the way of doing business and in the process to polarize the competition.
- The brand has to play the game of thought-leadership, owning something that even the competitors would love to be part of it…
- In the process, the category gets refined and re-framed by the brand Ambrosian Resources.
- The brand has to modify attitude of the B2B audience in order to change corporate behaviour around mental health & wellness in the workplace.
Solution:
- Sam & Andy conducted extensive in-house research with Ambrosian’s existing clientele & Ambrosian’s internal stakeholders to figure out the truths, facts & narratives around the business & the two founders.
- The research led to the crafting of the BIG BRAND IDEA – LET’S BE REAL.
- The BIG BRAND IDEA – LET’S BE REAL, is done not just an advertising campaign, but with the ambition of Movement Marketing.
- Now, the question is how to fortify the movement idea so that it does not get hijacked by the competition or other brands.
- Therefore, Sam & Andy created Smaller Campaign Ideas every two months that will appropriate and interpret the BIG BRAND IDEA. The smaller campaign ideas will add freshness to the creative palette to be explored month-on-month.
- Sam & Andy designed multiple media tent-poles and annual brand assets to be continued year-after-year – these will help the business to broadcast conversations as per that time of the year being relevant for the B2B business.
- The new brand colour palette was crafted to signify the business ambition shift.
- The Brand Archetype was identified so that it helped to cascade down into the company culture.
- Month-on-month social media creative was designed & posted on FB, Instagram & LinkedIn.
- Several content buckets were created & executed through social media platforms.
- Strong & consistent visual communication for social media – typography, colours, space, grid, size, and positions were identified & created as per the brand strategy.
- Monthly reports and analytics were generated to track performance and plan for the coming months.
Client Level: Domestic