INSEE Cement's Heartwarming Christmas Campaign

Faced with growing negative sentiment due to necessary price adjustments, INSEE Cement sought a way to mend relationships with its stakeholders, particularly with those most affected by the price increase and the economic downturn caused by the pandemic.

Challenge

The onset of the COVID-19 pandemic significantly impacted the construction industry in Sri Lanka, leading to a steep rise in construction material costs. As a result, INSEE Sanstha Cement, the country's leading cement brand, was compelled to increase its product prices. This decision was met with considerable backlash, with many stakeholders, including consumers and industry professionals, boycotting the brand. This negative sentiment threatened to tarnish INSEE Cement's reputation and market position.

Solution

The Christmas season, symbolizing the spirit of giving and goodwill, presented an opportune moment for INSEE Cement to showcase its commitment to community support and stakeholder welfare. The brand decided to leverage this festive period to demonstrate its altruism in a meaningful and impactful way. The initiative focused on giving back to one of the brand's most at-risk groups: masons, who were directly affected by the economic repercussions of the pandemic and the subsequent price adjustments of construction materials.

Execution and Result

INSEE Cement's campaign involved distributing food rations in bags styled like cement packages to masons, capturing their heartfelt reactions. Promoted on a dedicated Facebook page, the initiative went viral, effectively improving the brand's image and quelling negative sentiments.

This creative and empathetic approach not only reinforced INSEE Cement as a caring brand but also demonstrated how strategic CSR can transform challenges into opportunities for positive engagement, strengthening stakeholder relationships and enhancing brand reputation during tough times.