ARIEL

SHARE THE LOAD

 ASSIGNMENT QUESTIONS
• 1. What are the challenges being faced by P&G, especially in the wake of competition from HUL’s detergent
• brand Surf Excel?
• 2. How were the proposed objectives of the campaign set? Evaluate Ariel’s #ShareTheLoad campaign in
terms of achieving the proposed objectives.
• 3. Critically evaluate the components of the creative brief given to the agency. How effective was it? What
• are your recommendations for the creative brief for future campaigns, keeping in view the dilemma of
• sustainability as faced by the CEO?
• 4. How did the campaign go viral on YouTube and other social media?
• 5. What were the various tools and the process used in the PR campaign? Explain it in terms of both online
• and offline efforts.
• 6. What are your recommendations to P&G for making the campaign sustainable? Should the creation of a
• new campaign be envisaged, or the same campaign be continued?
EVALUATE ARIEL’S #SHARETHELOAD CAMPAIGN
• Mission: DAGMAR or Hierarchy of effects Model
• Market: The company wanted to connect by using an emotional hook to the
target customer and expand it from women to men to children. P&G did not want
the laundry detergent to be confined to a narrow target audience. It wanted to
touch base with everyone, regardless of their gender or age. It also targeted,
through its campaign, the two most important bonds that a human being
develops: the parent-child bond, and a husband-wife bond.
• Message: Ethos of brand positioning & peripheral route Of persuasion.
EVALUATE ARIEL’S #SHARETHELOAD CAMPAIGN
• Media: 360-degree view of the integrated marketing campaign. the need to integrate traditional
mass media like print media, such as newspapers, magazines etc., and electronic media like TV
with digital media like Website, Facebook, Instagram, YouTube, and LinkedIn. The use of PR in
both online and offline was done
• Money: Budget and the method of forming the budget
• Measurement: The instructor can use Case Exhibit 4, which clearly explains the impact of the
campaign in terms of “winning with society,” “winning with the movement,” and “winning with
business.” The evaluation of digital media is sharper and more quantitative, while the evaluation
of traditional media focuses on reach and frequency. This can then be used to calculate the cost
per millennium reach or cost per thousand reach, i.e., CPT or CPM
CREATIVE BRIEF FORMAT
• The Advertiser’s Brief Template
• • The advertiser: P&G
• • The issue:
• • Brand-promise:
• • The target:
• • The creative concept: (tone, copy, appeal, etc.)
• • Media used: (magazines, TV, daily newspapers, digital media, PR, etc.)
• • Testing: (TVC were tested for recall and buzz)
HOW DID THE CAMPAIGN GO VIRAL ON YOUTUBE AND
OTHER SOCIAL MEDIA?
• Tastemakers: These are the persons who are famous in their domain (also known as influencers).
If the tastemaker either likes, shares, or comments about the video, the video goes viral. The
interest shown by the tastemaker arouses curiosity among followers to find out what is special
about that video. Finally, the large number of followers associated with the tastemaker help
spread the video to other social media.
• Participation: It can be either individual or community participation. A community can
participate by making different versions of the video and sharing them. So, instead of only
viewing and enjoying the video, people start participating in the whole process, making the video
go viral. This is further encouraged by the fact that the internet is an open platform that provides
an equal opportunity for creative people to come up with something interesting repeatedly.
• Unexpectedness: There should be some elements of surprise in the video to attract the attention
of the viewer and encourage them to share the video in their own circle. Apart from these, one of
the fundamental reasons behind a video going viral is the content of the video
HOW DID THE CAMPAIGN GO VIRAL ON YOUTUBE AND OTHER
SOCIAL MEDIA-VAD MODEL

• Valence represents the positivity or negativity of an emotion.

• Arousal ranges from excitement to relaxation.
• Dominance ranges from submission to feeling in control.
WHAT WERE THE VARIOUS TOOLS AND THE PROCESS USED IN THE PR
CAMPAIGN
Research: The case includes research on men and women, in terms of sharing the loadin household chores,
was conducted. (Case Exhibit 5). The results were shared with PR agency, and an action plan (PR buzz, case
page ??) was made.
Action and Planning: This step is essentially about strategising and creating the plan of action. Action and
planning can be done using both online and offline activities, like the #DateWithLaundry campaign, GaliGali
Sim Sim,and #LaundryGoesOddEven, etc. These activities can then be evaluated in terms of matrices.
c. Communication and Relationship Building : This may be achieved by ensuring repeat purchases using on-
site communications, sharing content on social media, and interactions with direct customers.
d. Evaluation: The evaluation phase should focus on campaign results, which must be aligned with the
campaign’s primary objectives. It should be an ongoing process that is measured against previously set goals to
analyse overall effectiveness. The evaluation of the activities mentioned above are in Case Exhibit 4,which
emphasises the valuation of the PR buzz.