Roll No:32 Name: Abhishek Madhav Joshi

Tutorial No 1: Digital Marketing

Title: “Arial Fashion Shoot”

Background:
Arial, a detergent brand, wanted to increase brand awareness and engagement among its
target audience through a creative marketing campaign. Most consumers in Scandinavia
believed there was no distinction between detergent brands. The category displayed a lack of
attention with a lot of communication clutter and noise. According to research, there were
more than 100,000 blog articles on laundry education in Sweden alone. The majority of these
posts dealt with removing difficult stains. Ariel chose to concentrate on obtrusive stains. The
purpose of the promotion was to demonstrate Ariel Actilift's capability to remove stubborn
stains.

Strategy:
The brand decided to launch a fashion shoot campaign that would showcase how Arial can
help keep clothes clean and fresh, even after multiple washes. The strategy was to provide an
unexpected stain removal experience. The 'Ariel Fashion Shoot' was the big idea. It was an
interactive product demonstration of stain-removing capabilities in Stockholm Central Station,
one of the busiest sites. Ariel Fashion Shoot is a digital medium campaign launched in August
2011 by Saatchi & Saatchi Stockholm and B-Reel to promote Ariel detergent. 1000 t-shirts
were squirted with food goods including lingonberry and chocolates at rapid speed during the
six-day live installation at Stockholm Central Station. The campaign's purpose is to aim, stain,
and win; the stained garment will be mailed after being cleansed on-site.

Implementation:
For one week, from 29 August to 3 September, in a specially built glass box in the waiting hall
of Stockholm Central Station, passers-by can watch as clothes hang on a washing line, only to
be soiled. Log onto Ariel's Facebook page -- www.facebook.com/arielsverige -- and you can
win clothes by controlling a specially programmed industrial robot loaded with ketchup,
drinking chocolate, and lingonberry jam in real-time. With designer garments as your targets,

Digital Marketing and Business Analysis

Roll No:32 Name: Abhishek Madhav Joshi

your challenge is to hit them as they swish in front of the robot at Stockholm Central Station.
It´s easy: aim, stain, and win. The stained garment will be sent in the post after being washed
on-site with regular Ariel Actilift. If a participant shot and stained a piece of clothing, it then
got washed with Ariel in front of them and they won the cleaned garment.

Result/Performance:
The Arial fashion shoot campaign was a huge success, with the brand achieving the following
results:
• The campaign reached over 2 million people on social media platforms, generating
over 10,000 likes and shares.
• The brand's engagement rate on social media increased by 25% during the campaign
period.
• The campaign resulted in a 20% increase in brand awareness among the target
audience.
• Sales of Arial detergent increased by 15% during the campaign period.

Digital Marketing and Business Analysis