| Earned Media – Large Business | ||||
| Client | P&G India | |||
| Brand | Ariel Matic | |||
| Agency | BBDO INDIA | |||
| Brief | Get the attention of and engage with our TG: this was important because our TG saw the brand as ‘not for people like me’. To drive sales of Ariel through Ariel’s brand promise of ‘best stain removal in one wash’ | |||
| Solution |
It began with an ad that asked an important question-’Why Is Laundry A Woman’s Job?’ It provoked a national conversation. An unexplored everyday medium, clothing labels – were turned into advocates for gender equality. Biggest clothing brands and designers embraced it. Ariel tied up with matrimonial websites where the willingness to share the load was made mandatory. | |||
| Results |
•Unaided brand awareness increased by 132% within the first month •Generated free-media worth usd 9.5 million •Over 1.57 million men pledged to ‘share the load’ across the country through mobile, social media, mall activations and purchase of Ariel Matic His & Her pack •1.6 billion free earned impressions •Over 6.8mm views on youtube for the movement video •Facebook engagement-rate went up a record 225% |
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