Team6 Amateur

11
Parachute Advanced #ArtOfOiling Campaign-Group 6 Amateur by Group 6, Amateurs

Transcript of Team6 Amateur

Parachute Advanced #ArtOfOiling Campaign-Group 6 Amateur

byGroup 6,

Amateurs

IntroductionIn November, 2014 Marico brand

Parachute Advanced came up with a new campaign #ArtOfOiling

Targeting Females, Through

In their own microsite where they taught people the art of oil massaging with the help of famous massage artist Moses Chundi and Bollywood actress Nargis Fakhiri.

Cont.Also presence of 30 make up and

beauty bloggers in the launch programme made the campaign more engaging with their follow up blog posts and do-it-yourself videos

Results:The #ArtOfOiling was a

successful campaign

They generated 700K+ followers on Facebook

30 beauty bloggers

Twitter and YouTube traffic

Cont.The DIY videos

and live contests made the campaign participative and brand image of Parachute Advansed was repositioned.

Learnings:After analysing

the impacts, we came up with the following key learnings from the #ArtOfOiling campaign which makes a digital campaign successful

Use of MicrositePart of digital campaignUser friendlyGenerating traffic by engaging

audience for longer time.

Role of Bloggers:Very effective tool other than

social networks, creating DYI videos and demonstrate massing techniques.

Live Contests Help Building Traffic:Make people to participate in online contest and reward them with Flipkart vouchers and maintaining the traffic.

Unique DIY Videos Engage Customers:Engaging audience by Do It Yourself videos and attracting female consumers and make them learn various massaging techniques.

Importance of Relevant Concept

Parachute Advansed chose the very famous concept of Champi and incorporated it in their campaign

Easy to learn and practice daily

They take part in their daily roitne

Specialized Concepts Make a Campaign More Successful

Specialized DYI videos

#ArtOfFacialGlow or #ArtOfDestressing

For attracting niche customers segments such as office-goers and brides-to-be

Creating new customer base.