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Community Marketing Case Study

#GetItTested
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Introduction
Tata 1mg labs wanted to build consideration and
generate leads for lab testing services by generating
UGCs at scale.
They used an insight-based community marketing
approach to create conversations around the
benefits and quality of service by Tata1mg labs.
The brand achieved this by engaging 34 Health-
Wellness and Lifestyle Communities with 2.6 Million
members from top metro cities.
 The brand achieved 1760 UGCs, 345 leads for trials,
and 82% positive sentiment, along with strong
association with attributes like easy app,
convenience, accurate results, and safe.

About Tata 1mg Labs

TATA 1mg labs is a state-of-art facility offering the
highest quality diagnostic services at the convenience
of consumers' doorstep. Their key USPs are assured
quality, best prices, and excellent turnaround time.

They believe in providing the highest level of

transparency to their customers. Testimony to the
quality is the ISO certification, a gold standard in the
quality of diagnostics. Their entire team is dedicated to
providing the best customer experience and
continuously strives to develop solutions to remain in
line with the customers' needs.

Tata 1mg Labs Objectives

Tata 1mg Labs wanted to build organic chatter around
the benefits of using Tata 1mg labs services for getting
high- quality diagnostic services at the convenience of
consumers' doorstep.
They wanted to build brand consideration and
influence trials by highlighting the USPs like assured
quality, best prices, and excellent customer support.

“Tata 1mg labs wanted to build consideration and generate

leads for lab testing services by generating UGCs at
scale.”

Community
Marketing Strategy
1.Identifying the best communities
for Community Marketing
To help the brand achieve its objective, we identified
communities where conversations around lab testing,
diagnostic services, health checkups, etc., were happening
the most and selected the most relevant 34 Health-
Wellness and Lifestyle Communities that had over 2.6
Million+ Members from top metro cities.

Campaign Structure
 34
Communities
2.6M
Members

2. Analysing consumer insights from real conversations

To drive the campaign, we analysed the existing conversations in the above
communities to understand consumers' choices on diagnostic services and their
experiences. We found that -

People discussed and had a lot of questions about the efficacy and
effectiveness of the home diagnostic services
Members wanted to know best price packages for senior citizens and
looked for the reviews.
They seek recommendations and suggestions of brands which provides
such services
Tata 1mg conversations were less than 10% of overall category conversation

With members discussing the effectiveness of at-home diagnostic services

and looking for reviews, we focused on creating testimonials for Tata 1mg
labs service at scale and influence trials for the brand services.

3. Community Marketing campaign idea

Aligning the brand objective and consumer insights, we planned an admin-led
campaign and Share of Voice program to create organic chatter and generate
testimonials around the quality of services offered by Tata 1mg labs.

The admins initiated the campaign by sharing their experiences with Tata 1mg
lab services. They influenced community members to try the service for
themselves and their loved ones with a discount code coupon. They posted
pictures of themselves and their loved ones taking services of Tata 1mg to
create trust and advocacy for the brand among community members. The
admins also encouraged members to ask their concerns and questions about
the lab services.

The campaign also triggered existing brand users to talk about the brand
and share reviews. The community admins and members highlighted the key
USPs of Tata 1mg, like convenience, easy-to-use app, well-trained
technicians, affordable, etc, while sharing their experiences.

We also launched Share of Voice program for the brand, where we hired
brand evangelists from the communities who were already using the services
and wanted to share their experiences. The brand evangelists shared their
positive experiences with Tata 1mg lab services, answered the queries of
members by commenting on their posts and influenced them to try the
Tata 1mg lab services. They educated them about Tata 1mg and addressed
the key issues which Tata 1mg Labs can solve.

As members shared their experiences with the services, it led to an influx of

conversations regarding the brand, health check packages, usage experiences
of Tata 1mg Labs and more.

Solution Types

Static SoV
Posts Program
RoI of Community
Marketing for Tata 1mg
Labs

345 Leads
Leads for trials for the brand)

The Big Beautiful

Highlights
The campaign proved to be a success for the by
overachieving all its targets. Tata 1mg received 1760
UGCs, 345 trials, and 6704 engagements (reactions +
comments) on the posts.
The brand received 82% positive sentiment, and 46.9%
of brand conversations were around trying Tata 1mg
lab services.
 Convenience, easy-to-use app, well-trained
technicians, affordable, fast, accurate results and
home service were some of the key reasons that came
out in UGCs to try Tata 1mg Labs.
Members strongly intend to try Tata 1mg for
themselves, their parents, and family members.
The campaign influenced many new users' trials. They
shared positive feedback about the brand like
convenient, quick booking, no extra pricks, safe, and
hygienic.
Members thanked the admins for sharing their
reviews for a service that is a must-have for all
households

The brand overachieved its targets and received high

engagement and participation from community members.
Members actively shared their experiences and associated
the brand with easy app, convenience, accurate results,
and safe.

Top Performing Communities

Women's Health & Fitness Tips

Private group · 69.8K members
 WEIGHTLOSS RECIPES 🥗
Private group · 101.4K members

Mum2Mum India and Beyond(M2MIB

Private group · 24.5K members

Real People Real Conversations

Community members actively
engaged in conversations,
participated in the campaign, and
shared their usage experiences,
leading to a huge number of brand
trials and UGCs.
 Interested in working together?
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