youth pitch marketing 2012: oriflame case study

ORIFLAME INDIA CASE STUDY ‘2012

Introduction

Oriflame is an international beauty brand renowned for

not just its products but also for the massive

engagement it does on a ground-level with consultants

who are its brand ambassadors, salesmen and goodwill

agents, all rolled into one. There are consultants all over

India today from every age group.

OBJECTIVE

• To make the brand thrive on social media platform

• Align social media strategy with business objective to bring new consultants and motivate the existing ones

• To mix the brand related content with engaging content

• Give platform to the existing consultants to sell their products and make their voice heard

• Motivate young fans to become consultants or buy products

• To make the page profile a little youth centric so that young 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 through consultants or become consultants themselves

• Give tips on make-over, make-up, fashion, correct usage of products etc. through different campaigns. (Centers on 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 POSTS

Brand related content with engaging content & images that easily connect with the young girls.

Promote popular products, discounted products, products in high demand

Products queries that came were majorly from the young girls

• Give platform to the existing consultants to sell their products and have their say.

• Motivate young fans to become consultants or buy products by making the whole process quite cool and lively!

Provide value – if your content does not provide value to your fans , then it’s only for your satisfaction.

Excite fans with buzz content. Let them guess!

• The kind of contests we did were totally centered on youth. Be it City Glam Girl or Perfect Look!

• Converse regularly with fans and answer all the positive as well as negative queries. What comes as a positive thing is that the queries came mostly from the young aged group.

QUERIES

Have a look!

CAMPAIGNS THAT ROCKED

Join N Win Application: To promote Man Woman campaign

Tab views : 2,135

Concept : To promoteRecruitment Campaign for the existing consultants and motivate the new consultants, on Oriflame’s45th anniversary. The response was overwhelming and hinted towards Oriflame’s popularity among youths.

Gratification: iPhone4S and Hyundai Eon

This App was directed to OriflameIndia website which also brought new sign-ups.

The post made were also focused on youth. As the new generation only would consider ‘Spend less, save more!’ as a useless tip!

I KNOW JONAS CONTEST

Tab views: 544

The contest was done when Oriflame’s Global Beauty Artistic Director Jonas Wramell visited India.

The contest was about how well do you know Jonas. 5 objective questions were asked. Again the youth crowd was totally into it.

Always deliver what you promise. One of the winners of I know Jonas Contest.Surabhi Rai is a young girl.

Ask Aakriti Tab

Tab views: 3776

Concept: To position Aakriti Kochar as the Beauty Expert, a tab was created that featured a new beauty tip every week. People could also ask any beauty related queries here.

• Build trust and credibility with fans

• Create emotional connect with fans

• People who showed up were mostly youth

• Giving tips to fans on make-over, make-up, fashion, correct usage of products etc.

Have a look!

Ask Aakriti

Aakriti Kochar is the official Oriflame India Beauty Expert and was promoted such on Facebook. A tab on the Oriflame Facebook page was created which featured a beauty tip by her every week. And these beauty tips were quite centric on youth. As the youths are the one who continuously 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 emotional connect with youth since the subject matter expertise was provided on the same.

Promoting the Face of Oriflame India - SonaliBendre

Promoting the Beauty Expert Aakriti Kochar

The Perfect Look contest

The young girls really took out time to get these ‘girls’ a perfect look.

The Perfect Look contest

The contest was about choosing the perfect make-up shades for a hypothetical character. The character used different names with different dress-ups like Sweet Sarah, Elegant Etisha and Alluring Alisha. The theme and the dress were changed every week along with the dressing situations.For instance one of the situations was “Sweet Sarah needs your help as she is ready to go out on luncheon date in her summery 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 right combination of eye-shadow, eye liner, nail paint and lipstick.

The Perfect Look contest

• Got tremendous amount of response in terms of comments on tab and views.

• Tab views: 2225 (4 weeks)• Comments on tab (339)• Apart from the given choices fans participated with

enthusiasm and solved Sarah’s queries with subjective answers.

• The engagement and people talking about us metrics on page showed a positive trend.

• An engagement activity that was driven by gratification and was meant for the fans to show their make-up skills.

City Glam Girl -360 degree campaign

On ground promotion of City Glam Girl campaign in 5 different 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 divided

by 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 to

generate 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 your

satisfaction.

• Measure and evaluate – as opposed to other mediums where measuring the reach and

impact is somewhat difficult and costly, the power of Internet lies in giving you exact

metrics 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 attention

span when so many things fight to gain your attention. Being social means being NOW.

Thank You!

Ready to Be Social the Indian way?

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