MARICO

Brief

The Livon TG is a young millennial who’s always on-the-go, not shy to admit her flaws, in fact even flaunts them and wants to make it on her own. While the awareness for Livon, a new-age hair care product, was high, its relevance was low in her life. The objective was to make Livon a relevant part of our TG’s everyday hair care regime.

Solution/Execution

Our solution was to position Livon as a facilitator to help our TG in her journey to the spotlight. We conceived a campaign that would give her the opportunity to be part of a transformational journey from a girl next door to a supermodel. All she had to do was buy a pack of Livon and message the unique code on the pack with a selfie via on Facebook or Whatsapp. The shortlisted 100 girls would win a free professional photoshoot and one lucky girl would get in as a wild card entry in MTV's India’s Next Top Model S2.The response received was overwhelming. Ambitious young women from every corner of the country participated in the campaign.

RESULTS

• Close to 17000 entries were received
• The promo video achieved 4 mn+ impressions on Youtube and a 79% view-through rate
• We reached a total of 12.4 mn girls via social media
• #RocktheSpotlight was a top trend on Twitter