INTRODUCTION
Naturals is one of the largest and most affordable
salon brands in India, that caters to a whole potpourri of people from
different walks of life. Naturals flourished over the years to become a name
synonymous with hair and beauty care in India. Naturals India created quite a
lot of buzz with their first social media campaign this Christmas based on
Santa getting a makeover #MynewSanta followed by Santa goes Natural #SantagoesNatural.
On January 28th 2014
11.30 am amidst political trends like #ArnabVsRahul , #RaGa , Rahul Gandhi ,
Modi #ThePurpleBox took twitterverse by surprise trending at No.2 in India. This
signalled the launch of Naturals second social media campaign with a mystery
surrounding #ThePurpleBox and contest promising loads of gifts , fun and
surprises.
OBJECTIVES
The Objectives of #ThePurpleBox campaign by Naturals
India are very loud and clear. By utilizing the mystery and curiosity appeal
surrounding #ThePurpleBox the brand intends to :
1. Create
awareness, buzz and curiosity about #ThePurpleBox which is basically a pre
cursor/build up to reveal something bigger and better.
2. Engage
with tweeples, crowd source views, suggestions and content from netizens across
the country enticing them with contests involving surprises, gifts and lots of
fun.
EXECUTION
Naturals India initiated the build up to reveal
campaign by putting up teaser posts like
Stay Glued to @Naturals_India from tomorrow.. There is something huge which is awaiting ! :)
— Naturals (@Naturals_India) January 27, 2014
We have a certain number of gifts to be given today.. Any guesses on the number? Lets see if any one guesses it right?
— Naturals (@Naturals_India) January 28, 2014
This was followed up a change in the cover picture on
twitter as well as facebook Introducing #ThePurpleBox and asking people to help
the brand in opening the box.
SO we have a huge purple box with us!! And What do we have in store for you ?? Stay Tuned!! Rt #ThePurpleBox pic.twitter.com/onwOzXrMch
— Naturals (@Naturals_India) January 28, 2014
So there is gng to be 5 lucky ones amongst you who will know whats inside #ThePurpleBox .. DO you think you are one among the 5?
— Naturals (@Naturals_India) January 28, 2014
EXECUTION (Contd)
Twitter verse across the country joined in the frenzy to play and win the contest which comprised of five questions and the answers to those questions had to be witty , wacky and out of the box.
The contest received a humongous response from tweeples and the answers to these questions were actually very interesting , creative and hilarious at times.
OUTCOME
ANALYSIS
The timing
for the campaign was spot on as twitter verse was bugged and irritated with all
the political issues trending, the only element of fun for them was funny spoofs
on all the main stream leaders amidst this political chaos #ThePurpleBox
managed to bring in the elements of curiosity , real fun and surprises which
was received heartily by the target audience.
The Twitter
Campaign looks like a promising teaser , a build up to reveal something bigger
and better which Naturals India has in store. The idea of having a mysterious
box in the lines of Pandora box is brilliant and moulding it with the Brand’s
identity and colors will definitely aid in strengthening the connect between
Naturals and the color purple this in turn will increase brand recall.
Although the
campaign was successful , but the campaign could have had a better impact if a
random mix of engagement tactics were employed rather than sticking to text response
based questions. In their first campaign the brand had utilized video based
questions as well so to tap on to the buzz some other interactive trivia could
have been conducted. As said #ThePurpleBox in itself is an exceptional idea it
can traverse across other channels of digital media quite easily and
effectively.
CONCLUSION
Naturals
#ThePurpleBox managed to meet the desired objectives of creating the aura of
mystery, curiosity around the brand’s circles at the same time the engagement
levels were also high. The campaign would have been far more effective if other
social media channels were leveraged to the best of their capabilities. The
Brand has a strong social media presence over facebook , youtube , google+ and
pinterest efforts should be made to connect all these networks seamlessly for
greater prospects.
Overall, I
would rate the campaign 8.5/10 for the brilliant idea , flawless execution and
the perfect timing. Excellent job by the
exceptionally talented young guns at BluGrass.
Let us all await the bigger and
better announcement out of #ThePurpleBox from Naturals India.
To download the case study log on to slideshare
To download the case study log on to slideshare
