Client Overview
Depth Filtration, a leading manufacturer, stepped into the B2C water purifier market with its brand, Highgene water purifier. With its unique selling points, no electricity required, no water wasted, and no loss of essential minerals, it aimed to disrupt the market and become a sustainable and budget-friendly choice in water purification, ideal for <500 TDS water. The brand focused on educating consumers, building trust, and growing its digital presence through social media marketing, creating meaningful connections with the audience.
Objective
- The brand aimed to educate consumers and build awareness about the benefits of the non-RO Highene water purifier.
- Marketing efforts were strategically targeted toward households in regions with TDS levels below 500.
- Build a community through organic efforts by building meaningful connections
- Make relatable content to establish Highgene as a trustworthy voice in the digital space. Accelerate Sales through a strong social media presence.
Steps Taken
- Phased Content Strategy
Highgene followed a structured content strategy across four phases: Awareness, Problem-Solution, Engagement, and Retention. This phased approach ensured that new users were educated about the product, engaged with relatable content, and eventually nurtured into a loyal community. The content mixed educational insights with trending formats, aligning with the brand’s voice and values.
- Brand Identity Development
The visual identity of Highgene was built around clean, minimal, and relatable aesthetics. Messaging consistently focused on sustainability, modern design, and trust, highlighting the product’s eco-friendly and non-RO nature to appeal to conscious consumers.
- Trend & Engagement-Driven Content
Savvytree tapped into trending moments like Coldplay, Studio Ghibli, and April Fools’ Day to create fun, brand-relevant content for Highgene. These timely, well-executed reels aligned with the brand’s voice and boosted engagement by making the product part of the cultural conversation.
- Influencer Marketing
Highgene collaborated with over 10 micro and nano influencers to build credibility through authentic reviews and experiences. The influencer content was utilised across both organic and paid campaigns and further repurposed into high-performing creatives that resonated well with the audience.
- Meaningful Campaigns
Campaigns like “Highgene Hai Kya?” and “Highgene Hai Na!” were designed to drive awareness and build trust.
Results
- By creating high-quality in-house EGC and leveraging timely moment marketing, we positioned Highgene as a relatable, trustworthy brand, driving follower growth and real engagement, brand recall, and purchase intent.
- The brand’s content reached over 22 million accounts through strategic and engaging campaigns.
- Highgene’s Instagram following grew by over 145% in less than a year.
- The top-performing reels achieved impressive metrics: one reached 2.2 million users with 1.9K likes, another reached 1.2 million users with 1.9K likes, and a third reached 832K users with 4.5K likes.
Conclusion
By blending educational content with pop culture and voicing relevant concerns through relatable influencers, Highgene built credibility and achieved strong organic growth. The brand successfully transitioned from obscurity to recognition in a crowded marketplace, without relying heavily on paid promotions.
