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Oriflame takes cross-promotion path to multiple consumer touchpoints

17-May-2011
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Oriflame takes cross-promotion path to multiple consumer touchpoints

Oriflame’s latest campaign, ‘Dare to Be’, which aims to engage the youth through content and conversations, has crossed 25,000 fans on Facebook. The campaign, carried out by Ignitee Digital, is part of a fully integrated effort by the company, which includes a website, social media, a ‘Dare to Be’ section in Oriflame catalogues, along with monthly webisodes on YouTube.
 
Shankar B, COO, Ignitee Digital, said, “It was very exciting to carry out the campaign for Oriflame. For the MLM category, which Oriflame is in, clients can only gain if they engage with social media as a domain. For such brands, conversation will only help, and so, along with ‘Dare to Be’, we are also looking at creating a new Facebook page, which will offer grooming tips to fans.”
 
The goal here is to create a lot of content for the fans to interact with, instead of simply providing a destination. By cross linking between the website and social media, and supplementing the push through their catalogue, the brand is able to connect with their followers on multiple touchpoints.
 
The goal of the campaign, said Sharmili Rajput, Marketing Director, Oriflame, was to promote conversation with the consumers. She added, “We want to engage the youth with new content and opportunities. Oriflame has integrated ‘Dare to Be’ in all forms of communication, including developing a website, encouraging dialogue through social media, adding a campaign and also, Dare to Be webisodes. A dedicated ‘Dare to Be’ website, along with the strong presence on social networking sites like Facebook and YouTube, has been set.”
 
The idea behind the webisodes is to present a series of short stories to keep the viewer attention high, but by producing it for only the online medium, the brand was able to minimise the costs involved.
 

In terms of the number of users engaging with the brand, this has seen a lot of response. Rajput said, “We have seen 25,000 people become fans in three months. We have also created webisodes, which follow four inspirational young women, which has been popular on YouTube, with over 2,500 views. We release a new webisode every month, along with the catalogue.”

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