Ariel: My story, my Ariel

Deepak Sonpar

Campaign details

Brand owner: Procter & Gamble
Agency: Mediacom
Brand: Ariel
Country: India
Industry: Cleaners, detergents, air care
Media budget (USD): $1 - $3 million
Channels used: Branded content, Internet - display, Internet - general, Internet - search, Magazines - consumer, Mobile and apps, Newspapers, Online video, Public relations, Social media, Television, Word of mouth and viral

Executive summary

In India, Procter and Gamble's laundry brand, Ariel, needed to strengthen its brand equity and gain market share. This case study describes how the brand launched a contest to invite consumers to share their favourite garment stories as a way of building engagement in this low involvement category. Stories about what people were wearing when they completed memorable acts were left on a Facebook page or a dedicated hotline. This was supported via branded TV, internet and print elements and the use of celebrities. All participants were sent an Ariel sample, thereby generating trial. This case study cites evidence that Ariel's market share increased during the month of activity and that a bespoke Ariel Facebook campaign page received over 31m unique visitors in six weeks.

Campaign background