Product Launch Case Study: How Oriflame’s #TheOne range was popularized on social media

product launch case study
Brand Saga

With #BeTheOne, Oriflame managed to create conversations around its new range in a cluttered market. The brand saw 98% hike in avg engagement on Instagram. A look at the product launch case study

The idea was to make both, end-consumers and consultants make aware of Oriflame’s #TheOne range during the festive season. The product launch case study decodes how the brand achieved the same.

Category Introduction

As per an intelligence report, Global Beauty and Personal Care Products Market is projected to grow at a CAGR of 7.2% during the forecast period (2019 – 2024). Some important players in the mass/masstige makeup/cosmetics field include – P&G, Beiersdorf, Unilever, MAC, Revlon, Olay, L’Oreal, Oriflame, and Avon, among others.

Brand Introduction

Oriflame, a Swedish beauty brand that has over 50+ experience in beauty & wellness, is established in more than 60 countries. Oriflame India has been dedicated to inspiring and offering people an opportunity to achieve their dreams through their unique business concept.

The marketing objective of the brand revolves around establishing a different view on beauty, by supporting that beauty is not only how you look, but how you live, feel and act. It’s a way of life; to be healthy, enjoy beautiful skin, express yourself and realise your aspirations.

Summary

Most women don’t know that Oriflame India also has a unique beauty range. With so many players like Nykaa, ColorBar, etc. the challenge was how to introduce Oriflame’s latest range in the market?

The campaign revolved around the know-how that during the festive season, women love to reinvent themselves. Whether it’s their looks, clothes or style, they love to experiment and try out new things. Hence, Oriflame came up with a campaign aimed to do that – #BeTheOne.

Problem Statement/Objective

To launch #TheOne range for Oriflame India during the festive season

Brief

The brief of the campaign encompassed two pointers

  • To educate consultants about the brand as well as #TheOne product range and help them upscale
  • To increase brand awareness by targeting our end consumers

Creative Idea

The idea of the campaign was to ask women to experiment with their look with ‘The one’ range and #BeTheOne to steal the show during the festive season.

Challenges

Oriflame India being a direct selling company and products not being available in stores for touch and feel the experience. It was a challenge on how to introduce Oriflame’s latest range amidst great clutter in the space.

Also read: Case Study: How McDonald’s created organic Instagram engagement with Instakshari

Execution

The campaign was divided into 3 phases: teaser, launch, and sustenance. The campaign was taken live simultaneously cross platforms on three channels – Facebook, Instagram, and Twitter.

Teaser

The brand kickstarted by asking the audience to guess actress Kalki Koechlin passion.

Turn the heat up this festive season, as you rock the traditional look while adding a dash of boldness to it. Wondering how? Stay tuned to know more.

Posted by Oriflame on Sunday, 7 October 2018

We’ve discovered the real shade of Kalki. And it’s time for you to discover it too. Intrigued? Watch this space for more. #BeTheOne #StayTuned

Posted by Oriflame on Thursday, 25 October 2018

Kalki Koechlin spills the beans about her true obsession. Tune-in tomorrow at 1 PM for a Facebook LIVE session to find out more! #BeTheOne #TheOne

Posted by Oriflame on Monday, 29 October 2018

Kalki’s got so many passions. But which one will she pick? Keep a watch out on this space to find out. #BeTheOne #StayTuned

Posted by Oriflame on Saturday, 27 October 2018

Launch

The brand revealed #TheOne range of lipsticks through an interactive Facebook and Instagram live session with Kalki Koechlin.

10 lipstick colors. 10 shades of Kalki.

Through a Facebook/Instagram Live Kalki Koechlin showcased each color by drawing a swatch on her hand. Every time she does so, she revealed something about herself and made the audience to guess whether it’s true or false thus soaring the engagement high.

Bring out the inner adventurer in you! This festive season, experiment with the 10 NEW luscious shades from the NEW…

Posted by Oriflame on Friday, 9 November 2018

#LIVE: Kalki Koechlin’s here! And she’s trying out something cool and new. Watch this space to know more!

Posted by Oriflame on Tuesday, 30 October 2018

Kalki transforms her look with the Cherry Crave shade from the NEW #TheOne Colour Obsession Range of lipsticks! Available in 10 bold new shades! #BeTheOne get them now! https://bit.ly/2Q946Ex

Posted by Oriflame on Wednesday, 7 November 2018

This season we’re mad about lips! Whether its Magenta Mania, or Coral Craze, #BeTheOne to paint the town red with…

Posted by Oriflame on Wednesday, 21 November 2018

This festive season, pucker up with the lusciously delicious #TheOne Colour Obsession Lipsticks. Its gel-creme base,…

Posted by Oriflame on Friday, 16 November 2018

Sustenance

Women and influencers across the country discovered a new range of lipsticks and shared pictures with us through social media. Influencer collaboration and initiatives by digital leaders were collaborated together to create a lasting effect on social media for #TheOne range of lipsticks.

Digital Leaders

Obsessed with Oriflame’s The one Colour Obsession Lipstick since I tried it for the first time & it’s sooo exciting that they have launched 10 shades with light textured formula giving your lips a wet look💋💋💋 Here are swatches of my obsession 💄More videos on YouTube- https://youtu.be/863IqtxdyOcInstagram- https://instagram.com/aishwaryaradhani?utm_source=ig_profile_share&igshid=1wiqbyhk4fqow#lipswatches #betheone #oriflameindia #lipstickjunkie #aishwaryaradhani

Posted by Aishwarya Radhani on Thursday, 29 November 2018

Unboxing of Newly Launched The One Color Obsession Lipsticks by Oriflame

Join me in my New Obsession this winter with "Oriflame's The One Colour Obsession Lipsticks" Choose your favourite one or all of themTo order inbox me your whatsapp no.#Theone#BeTheOne#TheOneColorObsessionLipsticks#8hourmoisturization#intensecolours#lipsticks#oriflamelipsticks#colors#newproducts#newlylaunch#lipbalm#theonecolorobsession

Posted by Manisha & Vivek Mishra on Wednesday, 28 November 2018

Influencer Collaboration

Results

Facebook:

  • 134% increase in average engagement
  • 126.9M impressions garnered
  • With users positive sentiment of 96.6%

Instagram:

  • 98% increase in average engagement
  • 30M impressions garnered
  • 20.8M audience reached

Twitter:

  • Oriflame India tweets were (retweeted) 6.4K more than the competition
  • Oriflame India tweets were (liked) 12.4K more than the competition

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