Marico is one of India’s leading consumer products companies in global beauty and wellness. Marico Hair & Care is youthful and contemporary and is the teenage girl's choice as she takes her first steps into the adult world. The brand has two offerings – Hair & Care Fruit Oils and Hair & Care Silk-n Shine leave-in conditioner.
The brand wanted to create buzz and build conversations on preventing hair damage due to festive hair styling with Marico Hair & Care. They wanted to construct various use cases on the usage and benefits of Hair & Care through UGCs and conversations.
“Marico wanted occasion-based marketing to create awareness and advocacy for its Hair & Care products during festive seasons.”
The brand used community marketing solutions to connect with its target audience and drive conversations around the benefits of Hait & Care products for styling hair and curing damaged hair. They engaged with 29 communities around Parenting, Beauty, Women & lifestyle, with over 2.5 million Members.
Before driving the campaign, we analysed existing conversations in communities to understand the discussion, pain points, and ideas members had regarding hair health and observed the following:
Based on the above observations, we focused on creating conversations around how to use Hair & Care for hair styling, maintaining healthy hair and preventing damage from pollution, styling, etc. We also planned to host a contest encouraging women to share their experiences.
With festive season around the corner, we focused on creating conversations around festive looks and hair care with Hair & Care. We strategised the campaign into 2 phases. In the first phase, we focused on creating conversations around festive hair care trips and introduced Hair & Care subtly. In this phase, admins shared their favourite hair care tips with Hair & Care and how they care for their hair, especially during the festive season. They highlighted the benefits of Hair & Care and showcased their festive looks. The admins tagged members and encouraged them to share their festive looks and hair care tips by tagging five friends. The admins further encouraged them to try Hair & Care and share their experiences. The 15 most engaging posts across groups won vouchers, and they had higher chances of winning if they shared their experience using Hair & Care.
In the second phase, we focused on highlighting how hair health had significantly improved with continuous usage of Hair & Care. In this phase, the admins highlighted how they have been able to make unique hairstyles as their hair has become more manageable, soft, silky, and smooth with the usage of Hair & Care. The admins motivated members to take up this challenge, make a reel, or post photos of their favourite hairstyle. The admins also asked them to share their hair & Care usage experience if they had used it. The members took the challenge and tagged five friends to amplify the challenge further. The 15 most engaging posts across groups won vouchers, and they had higher chances of winning if they shared their experience using Hair & Care.
While the theme of the content was consistent across all the communities, the testimonials of members brought their own unique experiences of how women hair health improved with Hair& Care.
Community members actively participated in the contest and shared their usage experiences which lead to huge number of brand mentions and UGCs for the brand.
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