Marico Promo, Case study PRINT BECOMES THE NEW FACEBOOK by Madison Communication

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Industry Hair Care
Media Promo & PR, Case study
Market India
Agency Madison Communication
Released October 2010

Credits & Description

Category: Best Use of Print
Advertiser: MARICO
Date of First Appearance: Oct 17 2010
Chief Operating Officer: Mallikarjundas (Madison Media)
Deputy General Manager: Monaz Todywalla (Madison Media)
Account Manager: Dorab Ghadiali (Madison Media)
Account Manager: Yamini Gharge (Madison Media)
Planning Manager: Swati Shial (Madison Media)
Media Director: Naresh Poojary (Madison Media)
Media Manager: Praveen Kumar (Madison Media)
Media placement: Print - KUMUDAM (Tamil Nadu - Regional Magazine) - 17th Oct 2010

Insights, Strategy & the Idea

Objectives - Establishing “Parachute Advanced AYURVEDIC HAIR OIL”, a new Brand in Tamil Nadu state (India) as an efficacious Hair Fall solution; attaining 10% market share in first year of Launch.

Communication Objective – Riding the Brand on the power of personal recommendations.

Target Audience – Married women having hair fall.

Context / Relationship with Brands - Hair fall is the largest hair problem. This market already had over 70 brands claiming to control hair fall; some made tall claims; some just didn’t work.
Result: Consumers exposed to such clutter became sceptical, no longer trusting brands on face value.
Insight – During hair fall, more than brands, consumers look up to friends, trusting their suggestions blindly: recommendations worked stronger than Brand messaging in this category. Building personal recommendations was the strategy.
Relevance – Brand enters consumers’ homes riding on an actual user’s experience, while the consumer trusts her friend blindly.

Creative Execution
The Challenge – Building Recommendation is simple using social media and existing relationships. But this was an audience that was not even online (6.4% Internet penetration).

Creative Strategic Solution – We got back to traditional media, tying up with the State’s most popular Magazine, “Kumudam”. Instead of a regular print Ad, a pre-addressed envelope and a sample bottle were inserted with every copy, with a confident, clarion call: “Try this new product. If you like it, share your message with your friend using the Envelope. We’ll send her a sample with your personal message.”
Once the Envelope came to us, a bottle was couriered to her friend with the recommendation in her handwriting; two more envelopes were attached for this friend to recommend further: the magazine became the new Facebook, creating real-life virals: Consumers were pleasantly surprised to receive a friend’s personal recommendation, right at their door-step through post.

Results and Effectiveness
The Brand engineered a live conversation: over 80% of consumers actually called up friends to thank them for the recommendation, establishing a much deeper connect and building credibility for the Brand, riding on a real-life relationship.
Awareness zoomed to 73%.
Scores on “recommended by actual hair fall sufferers” moved from 0 to 65% within 5 months.
In Chennai, the State' largest city, Market Share doubled from 12.3% to 25% in the period.
Market Share increased from 3.3% to 8.5% in the State within 2 months of activity, against a Year 1 plan of 10%.