Godrej Expert Rich Crème Free Hair Color Campaign

From 2015 to 2019, the Godrej Expert Rich Crème campaign effectively increased brand value and consumer awareness across UP, Jharkhand, Bihar, Haryana, Punjab, Rajasthan, Madhya Pradesh, Gujarat, and Maharashtra by offering free hair color trials in partnership with local salons.

Objectives

Increase Brand Awareness: Introduce Godrej Expert Rich Crème to a wider audience.
Drive Trial: Encourage firsthand experiences with the product.
Enhance Brand Perception: Position the brand as a trusted choice for hair color.
Gather Consumer Insights: Collect valuable feedback on preferences and satisfaction.

Target Audience

Men in rural areas.
Salon owners and barbers in target regions.

Conceptualization

Salon Partnerships: Godrej collaborated with local salons, educating owners on benefits such as increased footfall and offering incentives like product hampers.
Consumer Engagement: Free hair color services attracted customers, while promotional materials in salons raised awareness. Promoters educated consumers about product features and collected feedback.

EXECUTION

Trained promoters facilitated product demonstrations and ensured the availability of promotional materials in salons.
Campaigns were held primarily on Fridays, Saturdays, and Sundays, with data collection through surveys to understand consumer satisfaction.

Results and Impact

Increased Brand Awareness: Successfully reached a broad audience and enhanced brand visibility.
Successful Trials: Over 252,994 consumers participated in the trials.
Positive Brand Perception: Established Godrej Expert Rich Crème as a reliable hair color choice.
Valuable Consumer Insights: Gathered data on preferences and purchase behavior.

Bottomline

The Godrej Expert Rich Crème Free Hair Color Campaign exceeded expectations, elevating brand awareness, driving product adoption, and generating valuable consumer data through a strategic and engaging approach.

New Customers

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Towns Covered

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No. of Retailers Connected

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Total Sales

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