Case study of Fem HRS college demonstration @ 22nd feb 2010
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The document describes a marketing campaign conducted by a hair removal cream brand. The campaign aimed to address consumers' beliefs that hair removal creams dry out skin. It set up interactive kiosks in college campuses to demonstrate how the brand's cream maintains healthy skin pH levels. Students manned the kiosks and used visual aids like flipcharts and videos to explain the product. They also allowed students to test the cream and see pH paper results. The campaign reached thousands of students across India and resulted in hundreds of product sales.
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Case study of Fem HRS college demonstration @ 22nd feb 2010
- 1. Case Study Hair Removal System
- 2. Background Dissonance for the hair removal system exists in the mind of consumers as it is perceived that when you apply any hair removal cream the ‘ph’ of the skin gets disturbed - the skin becomes rough and dry It can be demonstrated visually by using a litmus paper which turns blue However when you apply the skin nourishing lotion after the Fem hair removal cream, the ‘ph’ comes back to normal due to the unique formulation of jojoba oil, aloe-vera and calamine and the litmus paper does not change color Confidential document. Meant for internal circulation only
- 3. Objective • Remove the dissonance • Build awareness • Induce trials Confidential document. Meant for internal circulation only
- 4. The Challenge • Ensure a captive audience of the right TG • Demonstrate “ph” factor effects • Induce trials leading to sales Confidential document. Meant for internal circulation only
- 5. The thought process • The TG predominantly should be young females • Demonstration had to be attractive to ensure larger audience • Demonstration had to be short to ensure – Complete attention during the demonstration – Larger turn around would mean reaching to larger numbers • Demonstration had to be complete & convincing to remove the dissonance Confidential document. Meant for internal circulation only
- 6. The strategy • Girls colleges & hostels would be ideal • Have kiosks with the latest creative as the backdrop • Have side panels (on both sides of the kiosk) with the product creative • Have a short film/recording being played on a TV screen/loud speakers detailing the product features • Ensure smart girls in attractive uniform, man the kiosks to interact with the audience Confidential document. Meant for internal circulation only
- 7. Execution – Broad plan • Getting permissions from college authority to allow installing kiosks in the premises was the challenge • Designing the kiosk was undertaken by the creative team & presented to the client • As this activity was spread across many towns across different states, the kiosk had to be portable without compromising on the aesthetics • Leaflets & the product information that was to be presented to the audience was created by the client Confidential document. Meant for internal circulation only
- 8. Execution – Finer details • Using our resources, we could get the permissions from girls colleges & hostels • Stationed two for the actual demonstration • Stationed two girls for explaining the product using the flip chart • Stationed one girls to invite the respondents to the kiosk • Had the TV creative running continuously in the back drop Confidential document. Meant for internal circulation only
- 9. Execution – Finer details • Respondents who agreed to test the product on their hands were given the demo & given a leaflet. • Respondents who did not want to try the product were explained using the flip chart & given a leaflet. • Respondents who were not willing to come to the kiosks were given the leaflets. Confidential document. Meant for internal circulation only
- 10. The Creative
- 11. Kiosk – the initial design Confidential document. Meant for internal circulation only
- 12. Kiosk – actually used in the activity Confidential document. Meant for internal circulation only
- 13. The leaflet Confidential document. Meant for internal circulation only
- 14. Visual Aid – Flip chart Flip 1 Flip 2 Flip 3 Flip 4 Confidential document. Meant for internal circulation only
- 15. Visual Aid – Flip chart Flip 5 Flip 6 Flip 7 Flip 8 Confidential document. Meant for internal circulation only
- 16. Visual Aid – Flip chart Flip 9 Confidential document. Meant for internal circulation only
- 17. Action scene
- 18. College students giving their feedback and giving product leaflet Confidential document. Meant for internal circulation only
- 19. Students / girls explained FEM HRS on flip chart Confidential document. Meant for internal circulation only
- 20. Demo in progress Confidential document. Meant for internal circulation only
- 21. Demo in progress Confidential document. Meant for internal circulation only
- 22. Students in group watching demo in progress Confidential document. Meant for internal circulation only
- 23. Result Number of Colleges / Product Sr City Exposure Demonstrations Hostels Bought covered 1 Mumbai 33 10158 1044 214 2 Pune 20 8867 918 61 3 Nagpur 19 6570 836 199 4 Nasik 5 3000 97 34 5 Ahmedabad 12 5214 605 110 6 Baroda 10 3329 250 31 7 Delhi 19 9616 1212 113 8 Agra 6 2970 800 15 9 Allahabad 8 1887 230 35 10 Kanpur 21 5176 876 19 11 Lucknow 27 8371 1265 115 12 Chandigarh 9 4017 504 14 Total 189 69175 8637 960 Confidential document. Meant for internal circulation only
- 24. Result Confidential document. Meant for internal circulation only