The Objective:

We had to launch the new Parachute Advanced Coconut Creme Oil with higher-than-average engagement metrics to ensure better relevance for the campaign.

The Idea:

The challenge that we faced was not just to launch the new product, but a new category and in a way that changes the perception of age-old hair-oiling. So we took the thought of ‘Oil ka Naya Avataar’ and broke it down through our proprietary model -Click2Cart.

The Execution:

To initiate buzz and awareness, we launched with an insightful influencer-led social experiment. But real impact requires more than awareness, so we followed this up with our proprietary tool – Click to Cart – which helps us break free from the linear deployment of communication. Using this, we customized communication to each consumer based on their individual consumer journey. To ensure greater effectiveness, we intelligently contextualized our messaging based on the variety of audience touchpoints and affinities. Touchpoints included pre-rolls, display banners, and social media posts.

The Results:

• We surpassed industry benchmarks on both our pre-rolls: 45% to 65% VTR vs 35% industry benchmark
• display banners doing: 5X the industry benchmark on CTR