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Case Study:
In 2020, Vasmol, a renowned haircare brand, introduced Vasmol Ayurprash, a new shampoo hair colour line.
In 2020, Vasmol, a renowned haircare brand, introduced Vasmol Ayurprash, a new shampoo hair colour line. This product is unique for its ammonia-free formula, ayurvedic benefits, and user-friendly application. Targeting the four southern Indian states—Andhra Pradesh, Karnataka, Tamil Nadu, and Telangana—the client sought to build brand and product awareness in Tamil Nadu through a localized advertising approach.
What they required us to do?
To target
- Audience Visiting Online Brand Stores on Flipkart and Amazon
- The Increase of engagement rate in Tamil Nadu
- women in Tier 2 and Tier 3 Cities in a short span of time.
- People with Brand Activities.
Observations
Research indicated that men frequently use shampoo hair colour to cover grey hairs, while women require more assistance and care when colouring their hair.
Competitor Landscape
Vasmol's main competitors—Godrej Easy, Indica Easy, Vcare, VIP, and Blackrose— highlight ease of use, quick application, and convenience in their marketing, primarily appealing to men.
Strategies we executed:
Audience Targeting
Vasmol Ayurprash is marketed as an ideal hair colour for women in their 30s and 40s, who generally have fewer grey hairs. The campaign primarily targeted housewives valuing natural ingredients and affordability, with men aged 35 to 45 as a secondary audience. The focus was on residents in tier 2 and tier 3 cities in Tamil Nadu, such as Coimbatore, Trichy, Salem, and Madurai, segmented based on daily routines, interests, income, and health.
Product Positioning
Vasmol Ayurprash presented itself as a hair colour solution for younger women, emphasizing the slogan "Hair care is self-care" to resonate with the target demographic.
Social Media and Creative Content
Identifying where the audience spends their leisure time was crucial. Insights revealed interests in health, apparel, cooking, traditional activities, informative content, religious activities, farming, organic living, and horoscopes. Campaigns on social media platforms were conducted in Tamil to establish a stronger local connection, utilizing carousel ads to drive website traffic.
YouTube Strategy
Research showed that the target audience frequently watched YouTube content related to entertainment, women-centric topics, organic lifestyles, cooking, hair and beauty, and horoscopes. Ads were tailored to these interests for maximum impact.
Influencer Collaborations
Influencer marketing was pivotal, with collaborations with personalities like Sridevi Ashok and Arun & Aravind Twin. Their endorsements provided credible, word-of-mouth promotion that significantly boosted engagement.
Results:
150% Reduction in Cost per Mille (CPM)**
16% of Target Audience Visited Online Brand Stores on Flipkart and Amazon**
400% Increase in Engagement Rate in Tamil Nadu**
Reached Over 5 Million Women in Tier 2 and Tier 3 Cities in 3 Months**
Received Over 50,000 Link Clicks**
Engaged Over 700,000 People with Brand Activities in 3 Months**
These impressive outcomes highlight the success of the localized campaign, significantly boosting brand awareness and sales for Vasmol Ayurprash in Tamil Nadu.
Conclusion:
Webboombaa.org's deep audience understanding and strategic use of social media, YouTube, and influencer marketing effectively amplified Vasmol Ayurprash’s visibility in Tamil Nadu. This case study demonstrates the effectiveness of localized marketing in connecting with specific audiences and achieving substantial business results.