Max Bupa's Junk The Junk raked 7.5 million impressions in 7 days

Brand

Max Bupa

On the occasion of National Nutrition Week, Max Bupa found the perfect opportunity to spread the word with their campaign, Junk The Junk.

Objective

Junk The Junk was devised to spread awareness among social media audiences about the dangers of prolonged consumption of junk food, and preaching the healthier alternatives of food and lifestyle.

Execution

For Junk The Junk and it’s social media strategy, Max Bupa collaborated with numerous standup comedians who are the most popular category of influencers among the youth today.

Azeem Banatwalla, Angad Singh Raniyal, Kunal Rao and Sahil Shah worked with Max Bupa for the campaign.

The campaign was divided into four phases:

Phase 1 of Junk The Junk involved creating awareness around the campaign, and the core message that junk food is harmful for the body and acts like slow poison. It makes consumers, especially millennials, susceptible to lifestyle diseases such as obesity, diabetes, and heart illnesses. The first phase of the campaign was launched on 4th September 2017.

Junk The Junk’s second phase was conducted between 5th to 11th September, and it involved driving motivation and encouraging the younger generation to Junk The Junk. People were challenged to quit junk food for a day/ week, switch to healthy/ home-made food and spread the motivation with their friends and followers by putting up selfies and videos with healthy food and quirky hashtags.

Phase three was rolled out on 12th September with Nutritionist Pooja Makhija, who educated social media users about how to lead a healthy lifestyle. Max Bupa hosted a Facebook Live session with the celebrated dietitian and food guru.

The final and fourth phase of Junk The Junk concluded with a nutrition consultation and body analysis with Dr. Shikha Sharma. Max Bupa provided health/nutrition consultation to all its existing customers by Dr. Shikha Sharma. The consultation was followed by a detailed synopsis of the consumer’s health report and personalized diet consultation basis their body type.

Anika Agarwal, SVP and Head- Marketing, Digital and Direct Sales, Max Bupa talking about the success of the campaign, “Health is not on the priority list of today’s generation and the impact of a sedentary lifestyle on one’s health is amplified by the unhealthy eating habits of millennials who are increasingly turning to junk food and food on-the-go. We realized that to make today’s youngsters aware of their health and to bring about a change in their eating habits, even for a short time, we had to engage them through things that appeal to them, and at a place where they spend a lot of their time. Hence, we tied up with East India Comedy and ran a selfie challenge on social media to reach out to youngsters. And engaged them through initiatives such as FB Live with celebrity nutritionist and dietician, Pooja Makhija that got 48,000 views. Overall, the campaign has received over 7.5 million impressions in a span of 7 days.”

Results

Junk The Junk crossed a cumulative 1.3 million Likes on Facebook, and on Twitter, Max Bupa reached out to over 2.1 million individuals with their campaign hashtag.

The campaign witnessed over 7.5 million impressions in a span of 7 days, while successfully achieving their campaign objectives and spreading the message of ditching junk food and living the cleaner, healthier way.