integrated marketing campaigns

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Integrated Marketing Campaigns BY:- Isha Chitlangia.


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Marketing campaigns that are able to integrate online and offline mediums for

their success.


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• Kahn Lucas Lancaster’s “Dollie & me”campaign

• Oriflame’s “Dare to be” campaign

• Truth. com’s “Anti-tobacco” campaign

• Ocean spray’s “cranberry juice” campaign

• Progressive’s “I ♥ INSURANCE” campaign


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Campaign 1


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Kahn Lucas Lancaster

Dollie & me


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Kahn Lucas Lancaster

• Well known and highly regarded for its tasteful dresses for little girls came up with an idea. Selling one dress for a girl and another matching dress for her doll.

• Siegel + Gale was appointed for it.• The line of clothing was called: Dollie& me.• Tagline: Two. Perfect.• Parallel to developing a collection of dolls, they created

a colorful Dollie & me website


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Marketing tools used

Offline marketing

• Print ads

Online marketing

• Twitter• Facebook• Website

• Interactive games

• Contests

• Online retail store


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It recreated the retail environment online

• Back stories behind dolls were created and available online.

• It had interactive games to engage the little girls.

• Girls had their own online personal wardrobes.

• Contests also were available.


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Offline Marketing: Print


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• Siegel + Gale did a tremendous job in engaging the customers ,attracting them and retaining them

• Dollie and me collection was awarded the Oppenheim toy portfolio award for 2010 for being the most innovative campaign


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Campaign 2


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Oriflame

Dare to be


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The Background

• Oriflame India commenced its operations 16 years ago.

• With only 59 products in the portfolio in 1995, Oriflame India today offers its customers a portfolio of over 650 products for men, women and kids in five key categories of Color Cosmetics, Skincare, Personal & Hair Care, Fragrances and Accessories.

• Oriflame is today the #1 Beauty Company Selling Direct

in India with an average growth rate of 40%


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The Ideation

• Brand: Oriflame• Collection launched: ‘Dare to be’• Company handling the campaign :Ignites Digital• Campaign period: started in 2010• Target audience: young college going generation• Campaign objective: to engage youth by content and

conversation• Medium: Offline and Online marketing


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Offline Marketing

• Launch: the catalogue was inserted in cosmopolitan February issue.

• Print ads in Femina ,Vogue, Marie Claire and Elle


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www.dare-to-be.net

• A dedicated dare to be website which had a marketing story: It featured four inspirational young women on a path of love, self-discovery and achievement.

• 4 characters-, Alisha, Emma Dasha, and Claudia


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Facebook profile page too was introducedSo far it has 31,220 fans


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And there is more..

• Webisodes of these 4 women were put on YouTube.• Also usage of blogs was extensive• Presence on twitter as well where beauty tips were

shared• This resulted in word of mouth promotion and led to

more than 50,000 orders per day since the launch.• The products in Dare to Be range are priced between

Rs. 159 and Rs.999 • Dare to Be was rolled out to all Oriflame markets

worldwide.


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Events..

• Asia contributes 10% to the total turnover.

• And India is amongst top 10 countries worldwide.

• Oriflame is the number one beauty brand selling direct in India. Now they have a better, enhanced and affordable product portfolio.


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Situation Today

• Asia contributes 10% to the total turnover.

• And India is amongst top 10 countries worldwide.

• Oriflame is the number one beauty brand selling direct in India. Now they have a better, enhanced and affordable product portfolio.


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Campaign 3


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truth® campaign

Campaign for Tobacco-Free Kids


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The Background• Ten years ago, the truth® campaign was created for

teens as an antidote to Big Tobacco• Big Tobacco is a pejorative term often applied to the

tobacco industry in general, or more particularly to the "big three" tobacco corporations in the United States:

1. Philip Morris (brands include Marlboro, Virginia Slims),

2. Reynolds American (brands include Camel, Pall Mall)

3. Lorillard(brands include Newport, Maverick, Old Gold, Kent, True, Satin, and Max)

• Truth has been battling Big Tobacco on the streets, on the airwaves and on the web, helping to bring teen smoking rates to historic lows.


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Ideation

• Brand: truth.com• Campaign launched: Campaign for Tobacco-Free

Kids• Company handling the campaign : Arnold worldwide• Campaign period: started in 2000• Target audience: kids and the teenagers• Campaign objective: arming youngsters with facts

and information that let them make up their own minds about smoking and it’s ill-effects

• Medium: Offline and Online marketing


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Starting point

• As per Arnold Worldwide’s research ,a lot of teens thought cigarettes were all-natural, rolled by tobacco farmers in barns. It was a fight between, like Arnold worldwide had put it, Teens vs. Big Tobacco, The Kids vs. The Man, The Cool vs. The Uncool.

• From day one of truth, Arnold focused not on the smoker but on the corporations selling the products that kill their customers

• Truth kids regularly (and famously) showed up on Big Tobacco’s doorsteps to confront them directly


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Offline Marketing

• TV Ads• TV Programs• Print Ads• Merchandise Marketing• Events and Concerts


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TV adsKids take the truth message to the people.


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TV programs:

• A full season of MTV’s “Real World” • Ten two-minute episodes of MTV’s “MADE: I want to be

a truth tour rider,” • Work with VH1, Fuse, FUEL and Si TV


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Print Ads

• Included stickers on the right side that were meant to be removed from the magazine and stuck in public places for others to get the message. It was called interactive print.

• KIDS HUNG THESE PRINT ADS ON THEIR WALLS AND IN THEIR LOCKERS.

• Adults were shocked, some were outraged. Kids loved them. Imagine that.


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Merchandising, Events and Concerts

• Merchandising:- Made Apparel and gear. Some to give away and some for sale online

• Events:- Arnold made a strategy to follow sports and music tours in a big orange truth truck

• Concerts:- Talking to kids one-on-one


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Online Marketing

• Online Games• Facebook• MySpace• Bebo


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Online tools

• With each new campaign, Arnold worldwide gave kids online tools and games, here are a couple of examples.

• Hairy-mail.com was tied to a similarly gross TV spot (kids like gross).

• Tough Love 2 was a game we developed that’s tied to one of the TV spots.


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Social media DO YOU HAVE WHAT IT TAKES TO BE A TOBACCO

EXEC??• Using hidden cameras, Arnold worldwide interviewed real job

seekers and asked them if they would consider working for Big Tobacco, an industry whose products kill their customers, even when used “properly.”

• When the interview was over, they could post their results on the social network of their choice – Facebook, Bebo, MySpace, etc.

• Of course, teens spend a lot of time online, and this was the 27th version of the truth website. It could be argued that truth is more of a digital campaign than any medium.


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1• Since 2000, smoking rates

among 10th graders have dropped from 14 percent to 5.9 percent. As of 2008, smoking rates among teens were at all-time lows.

• This evidence reveals the great work of Arnold worldwide in helping to wage the battle against an industry responsible for America’s number one most preventable cause of death.


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Campaign 4


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Ocean Spray

Cranberry juices


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THE IDEATION

• Brand: Ocean Spray• Category under attention: fruit juice category• Company handling the campaign :Arnold Worldwide• Campaign period: started in 2008• Campaign objective: leveraged the cultural interest in good-for-

you food to their advantage • Medium: Offline and Online marketing


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Background• Ocean Spray is an agricultural cooperative of growers of

cranberries and grapefruit headquartered in Massachusetts with around 750 member growers

• Their products include cranberry sauce, fruit juices, and dried cranberries.

• Ocean Spray, a trusted name in households for over 75 years, was losing its relevance in the juice category. A victim of the anti-carb craze ,Ocean Spray was feeling the pain with five years of flat sales.


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Starting point

• ‘Straight from the Bog” campaign featured two growers, Justin and Henry, who reintroduced the cranberry and its powerful nutrients and antioxidant properties to the world from a bog.

• A simple, beautiful iconography – farmers in a sea of red berries – instantly telegraphs good for you and from a good place. A highly relevant position for the consumer and the times.


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Facebook page was also opened

• This is where our fans can share recipes, trade entertaining tips, learn about new products and post feedback about all things Ocean Spray.

• So far it has around 196,399 fans


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“Blogs across America”

Arnold built life-size cranberry bogs in New York City, Chicago, Hollywood and at Gillette Stadium in Massachusetts, complete with "Bog Squads" handing out samples, recipe books and coupons.


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Cranberry Christmas

Ocean Spray with Arnold produced a new children's holiday program for Christmas. "Cranberry Christmas," adapted from a well-known children's book of the same title, will be a tradition on ABC Family Network every December and features original music by Barry Manilow.


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Results• Straight from the Bog” has been a giant success for

Ocean Spray, fueling growth every year since its launch.

• Today, overall sales of Ocean Spray are up 14% in a category declining by 5%.

• Fueled by innovative new products and a strong brand platform, Ocean Spray has seen continued growth year over year.

• Additionally, their return on investment is impressive and far exceeds industry norms


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The Background

• The Progressive Corporation (known as the Progressive Casualty Insurance Company through its subsidiaries, provides personal automobile insurance, and other specialty property-casualty insurance and related services in the United States

• It is one of the largest auto insurers in the United States, with over 10 million policies in force.

• The company operates in three segments: Personal Lines, Commercial Auto, and Other-indemnity.


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The Ideation

• Brand: progressive• Collection launched: I ♥ Insurance• Company handling the campaign : Arnold worldwide• Campaign period: started in 2008• Target audience: working population• Campaign objective: Changing how people think about

auto insurance• Medium: Offline and Online marketing


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Starting point

• Getting people to love their insurance, that’s no small hurdle. That’s a mountain to climb. Because, when you think about it, you only deal with your insurance company when you owe them money or after you’ve been in an accident. And how friendly can you make that?

• Progressive's television advertisements depicted an insurance superstore with an overly enthusiastic cashier, Flo (Stephanie Courtney), who explains the benefits of Progressive Insurance


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Superstore TV ads

• Television is where Flo was born.

• When you watch these spots, you’ll notice how well

Flo worked across all lines of products.


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Digital

All television creative was posted to YouTube and the Progressive Facebook fan page. Progressive’s Flo has many Facebook pages dedicated to her, including Progressive’s branded page and independent Flo pages, with a combined total of 454,168 fans (as of 3/19/10). This is almost 600% more fans than the next nearest competitor in the category.


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integrated marketing campaigns

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