Community Marketing Case Study | Marico Hair and Care by Convosight
for Brands

Introduction

  • Marico wanted to do occasion-based marketing to create awareness and advocacy for its Hair & Care products during festive seasons in India.
  • The brand took an insight-based community marketing approach to drive conversations around the benefits of Hair & Care oil for styling hair and preventing damage. They engaged with 29 communities around Parenting, Beauty, Women & lifestyle, with over 2.5 million Members.
  • The brand achieved 5K+ brand mentions, 6K+ UGCs, 95% Brand SOV, and high association with attributes like shiny, non-sticky, and strong hair.

About Marico Hair & Care

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.

Marico Hair & Care Product Image 1 for Community Marketing Case Study Marico Hair & Care Product Image 2 for Community Marketing Case Study Marico Hair & Care Product Image 3 for Community Marketing Case Study Marico Hair & Care Product Image 4 for Community Marketing Case Study

Marico Hair & Care’s Objectives

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.”

Community Marketing Strategy

1. Identifying the best communities for Community Marketing

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.

Campaign Structure

29
Communities
2.5M+
Members
29
Communities
2.5M+
Members

2. Analysing consumer insights from real conversations

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:

  • Members actively discussed how to prevent hair damage while styling hair.
  • Members shared easy home remedies to prevent hair damage, cure hair fall, and many other hair issues.
  • They discuss hair care products they use and share reviews and recommendations with each other.

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.

3. Community Marketing campaign idea

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.

Solution types

Static Posts

Carousel Images

Contest

RoI of Community Marketing
for Marico 📈

38,442
Engagement (1.8X increase from the target)
6766
UGCs(1.7X increase from the target)
95%
Brand SOV (Rose from 1.2% SOV before the campaign)

The Big Beautiful Highlights

  • The brand achieved 5,264 Brand mentions, an increase from 2 brand mentions before the campaign and 6,766 UGCs leading to strong advocacy for the brand.
  • As the conversations around Hair & Care increased, we saw that attributes like ‘usage’ dominated the discussions in both phases (phase 1 - 45.3%, phase2 - 47%), followed by ‘purchase’ (phase 1 -37.9%, phase 2- 42%) and ‘recommendation’ (phase 1- 16.8%, phase 2 - 11%).
  • The brand received 38,442 reactions and comments during the campaign, an increase from the target set of 20,900 before the campaign.
  • Hair & Care Brand SOV rose from 1.2% to 94.5% in Phase 1 and 95% in Phase 2.
  • The brand also received 531 clicks for the product on Amazon.
  • The brand messaging and RTBs reflected very strongly on the brand association as shiny (phase 1 -15%, phase 2 - 14% ), non-sticky (phase 1-12%, phase 2 - 15%) and strong Hair (phase 1- 11%, phase 2 - 8%) came up on the top. In phase 2, other benefits came up prominently, like fragrance, soft Hair, smooth hair and silky hair. Damage repair was consistent at 6% in both phases.

Top Performing Communities 🥇

Real People Real Conversations 💬

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.

Interested in working together?

Schedule a quick call with one of our strategists and learn how one of our campaigns can guide your customers through each stage of their decision-making process, from activation to conversion.

More Case Studies

  • 100,000+

    Communities

  • 700M+

    Members

  • 75

    Countries

Ready to get started?

Reach out to our experts to understand how Convosight can enhance your existing marketing initiatives

Full Name *
Company Name *
Official Email Address *
Phone No. *
What do you think Community Marketing can help you achieve? *
  • Driving Category Awareness
  • Create a Community of Brand Users
  • Increasing Brand Consideration
  • Understand what Customers say about Brand
  • Influencing Purchase Intent
  • Drive Brand Advocacy
  • All of the above
  • Other
Where did you hear about us?*