Digital Marketing Campaign- Parachute Advanced

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

2. Introduction
 In 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.

3. 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

4. Results:
 The #ArtOfOiling was a successful
campaign
 They generated 700K+ followers on
Facebook
 30 beauty bloggers
 Twitter and YouTube traffic

5. Cont.
 The DIY videos
and live contests
made the
campaign
participative and
brand image of
Parachute
Advansed was
repositioned.

6. Learnings:
 After analysing the
impacts, we came
up with the following
key learnings from
the #ArtOfOiling
campaign which
makes a digital
campaign
successful

7. Use of Microsite
Part of digital campaign
User friendly
Generating traffic by engaging
audience for longer time.
Role of Bloggers:
Very effective tool other than social
networks, creating DYI videos and
demonstrate massing techniques.

8. 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.

9. 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

10. 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.