When it comes to utilizing social content as an important pillar of marketing, personal grooming brands are on a roll. Many are diligently producing quality content around grooming while others are creating user-generated content or collaborating with influencers to engage with the audience in interesting ways.
On the other hand, here is a brand that is creating a niche by constantly engaging with consumers to add value and purpose to marketing and not just talking about their product. A content strategy that stood out is WildStone, part of the McNROE Consumer Products. WildStone has been exploring interesting aspects across mediums during the pandemic, leaving out no ‘occasion’ to engage with consumers and being more humane in conversations.
Wavemaker India is the agency on record behind the brand’s increased focus on Moment marketing, purpose marketing, and engaging advocacy content.
Recently, on Father’s Day, the brand executed a social media campaign celebrating #SuperDads. The fans of the community had to engage by sharing their picture and a short note of their father’s influence on their lives. The community is close to the brand and so evolved that the campaign received more than 154 entries with stories and photos of their Dads. It was incredibly emotional for the brand to receive such overwhelming #SuperDad stories.
WildStone also celebrated this Pride month with vivid concepts to propagate values of diversity and equality.
The brand has aced topical marketing with interesting occasion posts: F.R.I.E.N.D.S #Reunion, #FridayWorkTrend and #WorldEnvironmentDay to showcase a few
Not just moment marketing but the brand has been using social media to market their product launches in a rather interesting manner.
Using popular Instagram formats like grid and micro-videos to launch the new Intense Series: #IntensifyYourGame. A range that has its traits, being explained through meaningful platform first formats. Followed by setting up the context and mood for each variant through 15 seconder motion creatives. Enhancing the effect creatively through specific ingredient stories and occasion choices, sharing a few examples
At the heart of such a quirky brand personality, the brand has been pushing the boundaries with a purpose, by redefining cause marketing. Invested to create a fragrance by differently abled people, for whom a sense of smell is their vision as well. The blind people at Saksham Foundation curated their “Sense” range – a product whose packaging is made using brail. Creating an impact, they celebrated #WorldDisabilityDay to reemphasize unwavering human connection and emotions.
Engaging with advocates to celebrate valentines’ day with the community. Collaborating with advocates and influencers by being young, hip, and trendy with cutting-edge video content to promote #FragranceIsYourCupid campaign. Some of the noted youth icons were part of the campaign:
Garnering 500+ interesting stories.