Legrand, the France-based residential and commercial electrical equipment manufacturing company, has launched a website on smart living, named IdeasThatClick.in. This is part of its first-ever online marketing campaign in India.
Instead of telling consumers on how they can live smartly, the company has built the site on the concept of user-generated content (UGC). The site acts as a platform, where consumers can register and share their thoughts and ideas related to smart living.
The site is targeted at the youth in the age group of 18-35 years. It has already received 50,000 unique visitors; 3,000 members have joined the site, within a month of its launch.
Nandy adds, "We have opted for the UGC route, as we want to listen to consumers and understand what our target audience is thinking about smart living. In fact, we can use the ideas and suggestions pooled by consumers to improve our products in the longer run."
In order to get genuine and brand-neutral suggestions and to enable users to express their thoughts related to smart living freely, the company has not even revealed the brand upfront on the site. The Legrand brand name is only mentioned at the bottom of the webpages.
RMG Connect, JWT's direct marketing, customer relationship management and digital solutions company, has conceptualised the campaign, while DGM India, an online marketing company handles media planning and buying for the brand.
Legrand has already started promoting the website across major portals and lifestyle-related sites. It is also using search-engine marketing and the services of some online ad networks, such as Komli Media, to boost traffic on the site.
Legrand also plans to take this campaign offline through on-ground activities across various college campuses in India, in order to generate more ideas related to smart living from the youth. The ideas generated through the offline route will be available on the site as well.
Nandy says, "We are spending two per cent of total advertising revenue on online marketing."