Marico Skinpure Facewash

• At present there is a shortage of natural gas in the households & gas supply will be stopped in households by 2025.
• In many parts of the country & even within urban areas there are many families who are suffering from gas shortage or using the competitors’ products as solution.
• Mothers are the ones who take decisions or give opinions and the fathers of the families make the purchase
• As Omera LPG is a kitchen solution, this territory is ruled by the home makers & housewives of the family but the problem was – “who talks about an LPG brand?”
• Also the budget to initiate talkability was not enough, so the main communication focus would be on Facebook

We wanted the mother’s – both housewives & homemakers to know about the brand & emotionally connect it through Facebook.

Secondary Objective: After establishing an emotional attachment with the Mother’s re-marketing them to generate sales through digital leads on Facebook only. To sum up, we wanted to make a viral content by utilizing Facebook as the only channel of communication to reach the mothers out there

We developed an AV showing it is the opinion of her children that matters most to a mother. We portrayed a beautiful story of a daughter who surprises her nervous mother with her (daughter) speech on an extempore speech competition on “My Mother” at the eve of mother’s day, who was nervous because of being a housewife compared to the mothers of other children in the auditorium. The people who watched more than 50% of the AV were remarketed with lead generation ads to deliver Omera LPG cylinder at their respective households with an aim to generate sales through this campaign

• This video created milestone as the most viral content in the history of Bangladesh with 350K+ shares. This video was viewed by 15M audience among 30M audience that is more than 50% of the total audience on Facebook watched the video
• The video experienced a record breaking reach of 25.45 million out of 30M total digital audience
• More than 76% of which is Organic
• A total of *% increase of LPG sales compared to the sales of last year through remarketing the audience who viewed the AV
• Overall we owned the mother’s heart through this campaign & also the mother’s day by utilizing only one platform – Facebook