(Digital) Marketing Success Stories B2C P&G (India): Ariel Share - PowerPoint PPT Presentation

Digital Marketing Particles // Campaign Blueprints Who’s Doing What? (Digital) Marketing Success Stories B2C P&G (India): Ariel Share The Load Mike Berry Author & Editor-In-Chief

We help Marketers succeed DIGITAL MARKETING PARTICLES SERIES “ We can help you progress in your Marketing role, give you the insights to deliver measurable results, guide you into a position to earn more and step closer to live a more flexible lifestyle. Become the Marketer employers and clients want to hire.” Imran Farooq CEO & Co-founder

So What’s Working and Why? DigitalMarketingU.com 3

Who’s Doing What? (Digital) Marketing Success Stories …a collection of some of the best recent digital and integrated marketing case studies from all over the world. Drawing on examples from 2 books: The Best of Global Digital Marketing 1 and 2, plus the latest award- winning digital and integrated cases…campaigns which blended creativity and technology to deliver real results for the brand owners. • REAL BRANDS • REAL CASES • REAL WORLD • REAL ROI! 4

Things to Think About  Was it good Marketing? Why?  Would it work in other countries? Why?  What can we learn from it? 5 5

This session  Background  Challenge  Solution  Results  Learnings 6 6

Case 7

DigitalMarketingU.com 8

TV AD https://www.youtube.com/watch?v=vwW0X9f0mME DigitalMarketingU.com 9

#SHARE THE LOAD ARIEL DigitalMarketingU.com 10

Background DigitalMarketingU.com 11

ARIEL IS A LAUNDRY DETERGENT BRAND OWNED BY PROCTER & GAMBLE (P&G) DigitalMarketingU.com 12

ARIEL IS THE MOST EXPENSIVE DETERGENT BRAND IN INDIA DigitalMarketingU.com 13

The Competition HINDUSTAN UNILEVER LED THE MARKET IN LAUNDRY CARE WITH A 38% VALUE SHARE… DigitalMarketingU.com 14

ARIEL WAS FACING A LOSS OF EMOTIONAL EQUITY AND RELEVANCE DigitalMarketingU.com 15

Campaign Insight “87% OF INDIAN MEN BELIEVE LAUNDRY IS A WOMAN'S JOB” DigitalMarketingU.com 16

Which Means That… MORE THAN 2/3 OF INDIAN WOMEN FEEL THERE EXISTS INEQUALITY AT HOME, BETWEEN MEN AND WOMEN DigitalMarketingU.com 17

“Ariel was falling behind in the last few years. They were in a tight competition with another brand who was saying ‘Dirt is good’. They dominated the detergent space. We had to find an idea that repositioned Ariel. We discussed many options, it really was a process of elimination. There were five different ideas at the table. We wanted to find love for the brand from a social angle. Put an issue at the centre and make the world slightly better .” - JOSY PAUL, BBDO INDIA DigitalMarketingU.com 18

Challenge DigitalMarketingU.com 19

IDEA: START A MOVEMENT, WHICH WOULD SHOWCASE THE PRODUCT’S SUPERIORITY AND MAKE WOMEN (AND MEN?) LOVE ARIEL AS A BRAND DigitalMarketingU.com 20

ENGAGE CONSUMERS AROUND ARIEL’S PROMISE OF ‘BEST STAIN REMOVAL IN ONE WASH, SO THAT ANYONE CAN DO THE LAUNDRY’ TO MAKE THE BRAND MORE RELEVANT DigitalMarketingU.com 21

“As we had previously created a movement for Gillette, we were already on the same page with the people at P&G. We had the freedom to choose whatever media to achieve our goals .” - JOSY PAUL, BBDO INDIA DigitalMarketingU.com 22

Solution DigitalMarketingU.com 23

#SHARETHELOAD – A PROVOCATIVE SOCIAL MOVEMENT THAT EXPOSED THE INEQUALITY EMBEDDED CULTURALLY IN EACH INDIAN HOME DigitalMarketingU.com 24

BRANDED CONTENT DigitalMarketingU.com 25

“We used 3 channels: to start off, we had a YouTube video, which was later used as a TV Ad and as an Out of Home (OOH) media addition (played at malls and movie theatres). It was an open- ended film with a single important question: Is laundry only the woman’s job? ” - JOSY PAUL, BBDO INDIA DigitalMarketingU.com 26

“In this case, the brand was not taking a stand, Ariel was asking a question. We call this a social-cultural tension point. We threw it out there and it became a news topic. It went onto social media. Once celebrities got involved, we held a special PR news conference. Ariel launched its new packaging, which separated “his and hers” detergent. We went even further and asked manufacturers to change the wash care labels. The topic was kept alive. We were constantly creating news .” - JOSY PAUL, BBDO INDIA DigitalMarketingU.com 27

CELEBRITY ENDORSEMENTS AND PROMOTIONS DigitalMarketingU.com 28

PARTNERSHIPS WITH CLOTHING BRANDS DigitalMarketingU.com 29

“People fell in love with the idea and once this happens, they become more open to partnerships. It made them look good. The fashion labels agreed to incorporate the change. This is something P&G personally negotiated therefore; I’m not sure what were the exact terms of agreement. Some of the washing machine brands joined us as well. Everyone wanted to get involved. It might sound overly progressive but the aim was to get consumers to a better place. It was a win-win situation for everybody.” - JOSY PAUL, BBDO INDIA DigitalMarketingU.com 30

THE LAUNCH OF A SPECIAL EDITION ARIEL ‘HIS AND HERS’ PACK DigitalMarketingU.com 31

ARIEL TIED UP WITH MATRIMONIAL WEBSITES. HERE A WILLINGNESS TO ‘SHARE THE LOAD’ WAS MADE MANDATORY IN THE MATCHMAKING PROFILES(!) DigitalMarketingU.com 32

LEVERAGED CELEBRITIES ACTIVE ON TWITTER AND REACHED SOCIAL MEDIA SAVVY USERS VIA SIMPLE CONTESTS DigitalMarketingU.com 33

CASE VIDEO https://www.youtube.com/watch?v=vwW0X9f0mME DigitalMarketingU.com 34

Results DigitalMarketingU.com 35

LEADING CLOTHING BRANDS, MANUFACTURERS, RETAILERS AND DESIGNERS EMBRACED THE LABEL DigitalMarketingU.com 36

INFLUENTIAL INDIANS CAME OUT IN SUPPORT DigitalMarketingU.com 37

ARIEL BRAND AWARENESS IN INDIA INCREASED BY 132% IN THE FIRST MONTH DigitalMarketingU.com 38

GENERATED FREE-MEDIA WORTH USD 9.5 MILLION DigitalMarketingU.com 39

MILLIONS OF MEN ACROSS INDIA PLEDGED TO ‘SHARE THE LOAD’ DigitalMarketingU.com 40

ON FACEBOOK, ENGAGEMENT-RATE INCREASED BY 225% DigitalMarketingU.com 41

ON TWITTER #SHARETHELOAD TRENDED IN INDIA WITH OVER 8 MILLION IMPRESSIONS DigitalMarketingU.com 42

SALES WENT UP BY 60% DigitalMarketingU.com 43

Learnings DigitalMarketingU.com 44

INFLUENCER AND BLOGGER OUTREACH, YOUTUBE ADS, INCENTIVISED TWITTER CONTESTS ALL HELPED DRIVE THE MOVEMENT DigitalMarketingU.com 45

“If you look at advertising the way it was done before – it was not particularly consumer-friendly. Brands were communicating their point-of-view. They were trying to announce product features in an interesting way. Now it’s about two -way brand building, being open to a conversation and keeping the consumer in mind. Creating love for the brand. We are no longer looking at mere slogans. The brand has to offer a platform for engagement .” - JOSY PAUL, BBDO INDIA DigitalMarketingU.com 46

“If the conversation starts to slip into negativity, find a way to bring back the positive side of it. It’s almost like alert marketing. You’re constantly monitoring the movement and the way consumers are engaging with it. The brand becomes humane and authentic. The walls between the consumer and the brand disappear. To be honest, for a marketer it’s quite tiring, but without doubt - very rewarding. ” - JOSY PAUL, BBDO INDIA DigitalMarketingU.com 47

“If you really want to start a movement, you have to listen to the society and what is the underlying conversation, which has yet to be vocalised. Something that people aren’t talking about upfront. Our question was very provocative. The public was really interested in this topic and started to question why none of the other brands had faced the issue before.” - JOSY PAUL, BBDO INDIA DigitalMarketingU.com 48

Digital Marketing Particles // Campaign Blueprints Who’s Doing What? (Digital) Marketing Success Stories B2C P&G (India): Ariel Share The Load Mike Berry Author & Editor-In-Chief

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