Ariel campaign case PDF

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Summary

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Description

Ariel’s campaign objective with the understanding of Communication Objective: 

Awareness: #ShareTheLoad was the campaign of Ariel advertisement where they tickled the mass mindset of our long-practiced culture. Specially Ariel came out with a concept that in our households’ men and women should get treated equally. With the message, Ariel tried to achieved a broader populations interest, men and women both do the laundry work; So, they could break the stereotypes. Ariel's brand awareness increased by 20% as a result of the campaign, with a total of 100 % awareness, and the campaign celebrated very mindfully.

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Knowledge: By the campaign Ariel got super response globally. Ariel was trying to spread the message, 22 countries in 16 languages gets the message with the campaign #ShareTheLoad. Also, south Asian population found the campaign interesting which changed their mindset. The campaign was so full of positivity that mass population received the message, even who aren’t their target audience watched the advertisement repeatedly. And a huge number of populations appreciated the work, also the brand.

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Liking: The campaign was so positive and reawakening for people that Ariel got the broader attention in the market. Not only in India, people in Bangladesh, Pakistan, Sri Lanka liked the advertisement. Also, people who never used Ariel’s product, also shared and liked the Ariel campaign #ShareTheLoad. In social media advertisement got massive response and people shared the content happily. Ariel earned $10 million USD through media engagement.

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Preference: The campaign Ariel started were appreciated so much which created a new brand image; also, the brand gave people a new thought with the help of #ShareTheLoad concept. The concept was loved by the people and created a huge impact on peoples purchasing intension by the time. By the year Ariel increased their sales up to 50%. The campaign highly increased men’s preference on buying detergent which is Ariel magic detergent.

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Trial: So, the campaign grossed to mass population, even the urban consumer started to buying their product. After the campaign Ariel doubled their brand value and sales. So, the brand grew 106% and 105% respectably. People happily purchased Ariel detergent.

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Repurchase: The campaign was so catchy and mindful; people found a standard. The preference on buying Ariel increased in both men and women mind. So, people repeatedly bought Ariel magic detergent....