Ariel aimed to drive conversations around germ protection during the pandemic and reduce consumer fears by highlighting its 99% germ removal claim. The goal was to increase awareness, drive consideration, and induce trial of the product.
Understanding the need to engage and educate consumers effectively during the pandemic, we realized the importance of leveraging key opinion leaders (KOLs) to spread Ariel’s value proposition and drive engagement.
We developed a communication strategy that focused on entertaining and educating consumers through a collection of health and parenting-focused KOLs. These KOLs, ranging from macro to nano influencers, were used to drive engagement around Ariel’s messaging through a consumer contest. The user-generated content from the contest aimed to engage consumers through storytelling about the product.
The campaign resulted in 687 posts across Instagram and Facebook, with 224 challenge participants. It reached 13.4 million users and garnered 24.3 million impressions. Additionally, there was a 36.3% increase in Ariel’s Instagram followers and a 1.86% increase in Facebook followers. The campaign also generated 9,005 link clicks to the campaign microsite and 83 referral code activations, indicating a high level of engagement and interest among consumers.
Ariel successfully drove conversations around germ protection during the pandemic, reduced consumer fears, and increased brand awareness and engagement, through the “Is Worth It” campaign. The use of KOLs and user-generated content proved to be effective in engaging consumers and driving campaign adoption.
Keywords: Digital PR, Influencer Engagement, Brand Awareness
