My Story. My Ariel.
Faced with the challenge to create a strong emotional connect with the brand, the campaign revolved around the insight that clothes have memories and stories attached to them. ‘My Story, My Ariel’ provides a platform for consumers to re-live and narrate stories of their favourite clothes. While TV and Print capture the stories, the digital leg leverages the medium to further drive the engagement, through social media and other online forums.
The response has been overwhelming – in just 4 weeks 210,000 stories have been shared, with 1 story being submitted every minute. The Ariel India Facebook page witnessed a record number of organic fan generation with Facebook fans crossing the 320,000 mark. The digital videos have had over 300,000 views and the campaign has got over $500,000 worth free media coverage.
The response has been overwhelming – in just 4 weeks 210,000 stories have been shared, with 1 story being submitted every minute. The Ariel India Facebook page witnessed a record number of organic fan generation with Facebook fans crossing the 320,000 mark. The digital videos have had over 300,000 views and the campaign has got over $500,000 worth free media coverage.
Print Campaign
Digital
TVC
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