Tahsin Rahman Oshin
Monoshita Ayruani, a content strategist at WebAble, a digital creative agency, was invited to speak at “Rendezvous” organized by Daily Our Time on Thursday, 31st March to talk about digital marketing and its influence in Bangladesh.
She spoke of a certain case study performed by Spikes Asia in 2015 on rural women, where digital marketing was used to get a wider reach. In 2015, it was seen in the study that the average life expectancy of women in rural areas was greatly decreasing every year.
As a solution, vitamin pills, which could reduce the death rate by 17% every year, were advised to take through campaigns and digital marketing.
However, that did not work because the women did not follow the advice for some reason.
Through a behavioral study, it was discovered that most of the women did not take the pills, even though they were concerned about wearing ‘Bindi’s before stepping outside their houses. This finding gave them a new idea; they started selling Bindis with vitamin pills attached behind the packs.
This turned out to be a great success, even though the companies had to change their whole production process to attach Bindis with the pills.