Youth Pitch Marketing 2012: Oriflame Case Study Presentation Transcript
ORIFLAME INDIA CASE STUDY ‘2012
IntroductionOriflame is an international beauty brand renowned fornot just its products but also for the massiveengagement it does on a ground-level with consultantswho are its brand ambassadors, salesmen and goodwillagents, all rolled into one. There are consultants all overIndia today from every age group.
OBJECTIVE• To make the brand thrive on social media platform• Align social media strategy with business objective tobring new consultants and motivate the existing ones• To mix the brand related content with engaging content• Give platform to the existing consultants to sell theirproducts and make their voice heard• Motivate young fans to become consultants or buyproducts• To make the page profile a little youth centric so thatyoung girls also get into the Oriflame family.
FACEBOOK DEMOGRAPHICS• Maximum number of females and male on page falls under 18-24 years of age, following 13-17 years age. This shows that our products are surely a rage among young girls too.*Demographics in June
This is How we did it!
COMMUNICATION STRATEGY• Motivate fans to buy Oriflame products throughconsultants or become consultants themselves• Give tips on make-over, make-up, fashion, correct usageof products etc. through different campaigns. (Centerson young and middle-aged ladies)• Position Aakriti Kochar as the Beauty Expert• Promote the brand with the Brand Ambassador• Excite fans with buzz content• Change the lifestyle and the way people think about it• Promote popular products, discounted products,products in high demand
FACEBOOK POSTSBrand related content with engaging content & images that easily connect with the young girls.
Promote popular products, discounted products, products in high demandProducts queries that came were majorly from the young girls
• Give platform to the existing consultants to sell theirproducts and have their say.• Motivate young fans to become consultants or buyproducts by making the whole process quite cool andlively!
Provide value – if your contentdoes not provide value to yourfans , then it’s only for yoursatisfaction.
Excite fans with buzz content. Let them guess!• The kind of contests we did were totally centered on youth. Beit City Glam Girl or Perfect Look!
• Converse regularly with fans and answer all the positive aswell as negative queries. What comes as a positive thing isthat the queries came mostly from the young aged group.
QUERIESHave a look!
CAMPAIGNS THAT ROCKED
Join N Win Application: Topromote Man Woman campaignTab views : 2,135Concept : To promoteRecruitment Campaign for theexisting consultants and motivatethe new consultants, on Oriflame’s45th anniversary. The response wasoverwhelming and hinted towardsOriflame’s popularity amongyouths.Gratification: iPhone4S andHyundai EonThis App was directed to OriflameIndia website which also broughtnew sign-ups.
The post made were also focused on youth. As the new generation onlywould consider ‘Spend less, save more!’ as a useless tip!
I KNOW JONAS CONTESTTab views: 544The contest was done whenOriflame’s Global Beauty ArtisticDirector Jonas Wramell visited India.The contest was about how well doyou know Jonas. 5 objectivequestions were asked. Again theyouth crowd was totally into it.
Always deliver whatyou promise. One ofthe winners of I knowJonas Contest.Surabhi Rai is a younggirl.
Ask Aakriti TabTab views: 3776Concept: To positionAakriti Kochar as theBeauty Expert, a tab wascreated that featured anew beauty tip everyweek. People could alsoask any beauty relatedqueries here.
• Build trust and credibility withfans• Create emotional connectwith fans• People who showed up weremostly youth• Giving tips to fans onmake-over, make-up,fashion, correct usageof products etc.
Have a look!
Ask AakritiAakriti Kochar is the official Oriflame India Beauty Expertand was promoted such on Facebook. A tab on theOriflame Facebook page was created which featured abeauty tip by her every week. And these beauty tips werequite centric on youth. As the youths are the one whocontinuously deal with such problems.Tips included giving tips to fans on make-over, make-up,fashion, correct usage of products etc.We were able to build trust, credibility and emotionalconnect with youth since the subject matter expertisewas provided on the same.
Promoting the Face ofOriflame India - SonaliBendrePromoting the BeautyExpert Aakriti Kochar
The Perfect Look contestThe young girls reallytook out time to getthese ‘girls’ a perfectlook.
The Perfect Look contestThe contest was about choosing the perfect make-upshades for a hypothetical character. The character useddifferent names with different dress-ups like Sweet Sarah,Elegant Etisha and Alluring Alisha.The theme and the dress were changed every week alongwith the dressing situations.For instance one of the situations was “Sweet Sarah needsyour help as she is ready to go out on luncheon date in hersummery short dress. But she is confused about her make -up. Help her out choosing the right make up.”To answer this question the fans had to tell the rightcombination of eye-shadow, eye liner, nail paint andlipstick.
The Perfect Look contest• Got tremendous amount of response in terms ofcomments on tab and views.• Tab views: 2225 (4 weeks)• Comments on tab (339)• Apart from the given choices fans participated withenthusiasm and solved Sarah’s queries with subjectiveanswers.• The engagement and people talking about us metrics onpage showed a positive trend.• An engagement activity that was driven by gratificationand was meant for the fans to show their make-up skills.
City Glam Girl -360 degree campaignOn ground promotion ofCity Glam Girl campaign in 5different cities
Oriflame India Avon Insider• Strength is the likelihood that this is being talked about• Sentiment means the ratio of the mentions that are generally positive to those post which are negative.• Passion is the measure of the likelihood that individuals talking about your brand will do so repeatedly• Reach is the measure of the range of influence. It is the no. of unique authors referencing your brand dividedby the total no.• of mentions.AMWAY
CONCLUSION• Be true to your identity as a brand.• Be consistent.• Talk, converse and engage – evaluate all and any campaign thinking “will it drive users togenerate conversations on their own?” If the answer is yes, only then go ahead.• Provide value – if your content does not provide value to a user, then it’s only for yoursatisfaction.• Measure and evaluate – as opposed to other mediums where measuring the reach andimpact is somewhat difficult and costly, the power of Internet lies in giving you exactmetrics on the reach, engagement and actions being taken by the consumer in real time.Constantly measure and adapt according to the feedback received.• Refresh and recreate – to fight monotony and fatigue especially given the short attentionspan when so many things fight to gain your attention. Being social means being NOW.
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