MKT 337 SLO Case-

Discuss the Integrated Marketing Communications tools used for the ‘Share the

Load’ campaign?

Ariel Matic’s “share the Load” Campaign used various Types of Integrated marketing communication
tool. They are-

i) Advertising: They used television advertisement to efficiently reach the message to the mass
audience. And it’s a most effective way of brand promotion, reach a wider audience within
the shortest possible time. Ariel gave the message for the house holders for both male and
female. They also focus on celebrity endorsement like Malika Arora Khan, Arbaaz Khan.

ii) Public relation Activities: For creating Pubic relation activities they promoted their brand
through press releases, news, events, public appearances like Shilpa sheathe and others
talked about it and tagged it ‘Clothes can be washed by both men and women,
#ShareTheLoad.

iii) Sales Promotion: On the Campaign of Ariel “Share the load” they engaged audience to
through clothes to the laundry machine from a distance, so it engages people with the
brand. They also try to get aware of the fact gender equality throughout the promotion that
washing clothes nit only a Women thing. By sales promotion and Campaign, they create
awareness and their Brand image.

iv) Digital Marketing/ Online marketing: Ariel Matic proem through Facebook and short videos
for YouTube to reach target customers also created challenge for men to share selfies,
sharing the load.

So, these are the various integrated market communication tool for creating a long-term image for
Ariels.