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How Wella India Used Social Media Platforms To Create Awareness Among Target Group

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WellaAbout Procter & Gamble

Founded on October 31st, 1837 by William Procter and James Gamble, Procter & Gamble is headquartered in Cincinnati, Ohio, United States. Procter & Gamble is also known as P & G and is an American Multinational Consumer Goods Company.

Procter & Gamble products include cleaning agents and personal care products and earlier they also owned the product line of foods and beverages prior to the sale of Pringles to the Kellogg Company. They are serving around 70 countries worldwide except Cuba and North Korea.

Earlier in 2014, P&G earned 83.1 billion dollars in sales and that year they have announced that they are dropping around 100 brands to concentrate more on the remaining 65 brands which brings 95% of the company’s profit. In November 1st, 2015 David Taylor became the Procter & Gamble CEO and President.

Procter & Gamble was established in India in 1964, and is one of the fastest growing consumer goods company in India which serves more than 650 million consumers across India. The company owns several brands like Vicks, Ariel, Tide, Whisper, Olay, Gillette, Ambipur, Pampers, Pantene, Oral-B, Head & Shoulders, Wella and Duracell.

WellaAbout Wella India

Founded in 1880, by Franz Stroner a hair dresser from Saxony, Eastern Germany, Wella is headquartered in Geneva, Switzerland. Wella is a major German hair care company. It also specializes in hair care, styling and colorants.

In 2003, the company was acquired by Procter & Gamble. P&G have further expanded Wella group’s beauty portfolio to Eastern and Western Europe and Latin America. Wella serves worldwide and has won several awards. They have won Total Beauty 2012 Beauty Awards (2012), behindthechair.com Stylist Choice Awards (2016) in several categories.

Marketing Goals & Objectives

Wella India’s main objective was to create awareness about the product among target group. Customers were concerned about the hair damage after using hair coloring products and Wella India strategy was to target them through digital media platforms to address and educate them about the product.

Their goal was to engage social influencers in Delhi to create awareness about Wella’s new product Oil Infuso Hair Color Service. They also wanted to connect with their followers to address about the fears of hair damage and about their product.

Marketing Campaign

Their strategy was to target the customers and educate them through different social media channels about the product and to interact with them. Wella India has approached the celebrity hair stylist Sapna Bhavnani as the Wella India Brand Ambassador to interact and educate the social influencers.

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Wella India has proposed a meet up in Delhi named “Color up your life” for prominent social influencers in the targeted categories like Beauty, Skincare, Haircare, Fashion and Lifestyle influencers. The meet up was to boost brand recall to encourage the social influencers share about the Wella products and live updates on social media platforms.

For registration an exclusive landing page was created and around 53 top social influencers were part of the meet up. The bloggers took the social media sites like Twitter, Facebook, Instagram to post and blog about the pre-event activities, about Wella products and event highlights to create buzz on the social media platforms and to influence the customers. Wella has also created a Whatsapp campaign to encourage more social influencers to attend the event. The main strategy was to encourage the social influencers to talk about it on social media platforms to generate awareness about the event and products as well as to create buzz about the campaign.

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Results Achieved

Wella India campaign “Color up your life” was a huge success and the interaction was happening all over the social media platforms by using hashtag #colorupyourlife. People were talking about the Wella product. On Twitter, the impact was 346,174 and the reach was around 100,784. There were around 84 contributors on Twitter and every contributor had almost 1,200 followers. Apart from that, average tweets from per contributor were 3.31 and links and pictures were 104.

On Instagram they have shared around 29 pictures and their total Instagram reach were more than 29,995. Wella Campaign total social reach were more than 710,693 and its total campaign reach were more than 2,090,693.

Overall the campaign was very strong and interactive for impactful brand message on social platform. As, a result the campaign brought in more exposure for products and events. It helped brand to increase their visibility on social media platforms. The campaign generated more interactions on social sites like Twitter, Instagram and Facebook. The campaign helped the brand to increase its reach and more and more people connected with influencers through different sites.

Learning

Brands’ generally involve on influencer marketing when they want to create brand awareness by using influencer’s extensive social reach to promote their product among the audience being not directly involved in marketing. Influencer marketing is very effective in terms of creating brand awareness, trust building, authenticity, access to more content etc. it help brands like Wella to indirectly communicate with their audience and it helps them bringing in business.

Social media marketing helps brand to reach their targeted audience and also create an online presence in social media platform. It helps brands creating brand presence and to build trust of their customers. Wella India used influencer marketing to create the brand awareness and about its products. The campaign helped Wella to create buzz on social media platforms and generated interaction over all social networking sites.

Image Credits: Wella, Procter & Gamble

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