Advertising Management- Ariel Case Study F2 Slot

Name: S. Khashif Mohamed

RegNo: 18BBA0073

1. Describe the target audience and why the campaign work is relevant to the target
audience?
* The Target audience is men in Indian families which maybe the father, son, or husband.
The ad was targeted towards them and explaining how they should share their work with
women even for small household jobs like laundry and it was relevant as gender equality
was still a problem and men doing house work was seen as a taboo.

2. Describe the competitive advantage promoted in this campaign.

*The competitive advantage promoted in this campaign was done by spreading the
awareness and the need for gender equality in the society and both men and women
sharing the work appealed to all Indian women and men resulting in a increase in sales
and gaining competitive advantage by discussing something other companies never did
before.

3. What are their goals and how do they were able to achieve it? Briefly explain.
The goals where-
*Increase publicity and the brand name awareness of Ariel achieved by the ad and other
influencers, media, comics and so on.
*Spread awareness and remove taboos and speak about gender inequity appealing to all
Indian people done through the actual ad.
*Increase sales and generate revenue, this was achieved by the ad, influencers, media,
and all other promotions relating to the ad resulting in more generation of revenue and
increased sales.

4. Describe the Integrated Marketing Communication Strategy of the campaign.

a. Describe their Creative strategy
* Includes the ad itself.
*Calendars mentioning when to share the load between men and women
*Comics in tinkle.
*Customised laundry clips reminding dads to do the work.
b. Describe their Media strategy
*The online ad.
*Ad promoted in national media.
*Online films and social media videos in favour of the campaign.
*Promotion in packaging of the product.
5. Identify and explain how each of the various elements of the promotional mix were
used in this campaign?
*Advertising: Major impact which communicated the problem in society in which males
weren’t doing work and sharing the load of their mom or wife.
*Public Relations: Carried out by parties promoting the campaign which include tinkle
comics, customised laundry clips promotion in social media etc.
*Direct Marketing and personal selling wasn’t done as this campaign was done to ran
reach huge audience and create awareness.
*Sales promotion was also not done.

6. Identify and explain each customer touch points used in this campaign.
* Internet Media: The actual ad in YouTube.
*Media: Promotion of the ad in local and national TV.
*Social Media: Ads in social media relating to this.
*Third Party: Partnering with tinkle, Kalnirnay, and humble clips.
*Packaging: Using the Ariel product packing promoting his and her odd and even
calendar to the share the load.

7. Classify each touch point used in this campaign into paid, owned and earned media.
*Paid Media: Tinkle, Kalnirnay, and humble clips, and payment to channels featuring
their ad through sponsorship.
*Owned Media: YouTube, the packing of the product and their website.
*Earned media: Sharing the ad video by people from YouTube to other platforms,
mentions in online social media like twitter, and sharing of ad and promotions along with
views and reviews.