Mumbai: Oriflame, a leading cosmetics company, and VMLY&R India, an award-winning brand experience & customer experience agency together celebrated 25 years of the brand’s exciting and inspirational journey in India. The latest campaign pays rich tributes to the two and a half decades of hardship, success, opportunities, and progress, which are nothing but #BeautifulBeginnings to a joyous future.
The campaign #BeautifulBeginnings was part of the 25-days celebration on Oriflame’s social handles with an exceptional 6.2M reach and 5L engagement.
Naveen Anand, Senior Dr. Marketing – Oriflame India, shares his view on going heavily digital “The world has already stepped into the digital world and are loving the experience. If you are not interacting with them digitally, you’ll miss out when they are making purchases. Over the years, our digital presence has helped us get more closer to our audiences and increase our userbase incessantly.”
The brand took their celebrations a notch higher by hosting one of their biggest virtual events ever. It was a 1-hour YouTube Virtual Live Mega Event, where they released a new brand film, shared their experiences, recognized top performers, announced Mega Online Contest winners, and toasted to a glorious journey they had so far.
This virtual event resulted in a massive online presence of 50K+ viewers. One of the top highlights of the entire campaign was the celebratory AR filter on Oriflame’s Facebook and Instagram handles. It encouraged user engagement on their pages and also caught the attention of many young audiences to attend the Virtual Live Celebrations. The filter encapsulated an impression of 500K+
Amandeep Singh, Business Director VMLY&R Delhi shared, “The secret sauce for Oriflame’s massive digital community and engagement is their curiosity to leverage every possible medium vividly, be it engaging in moment marketing, exploring a new platform feature or even an AR filter, especially during lockdown makes them stand-out in the industry. Digital is just the way our audience communicates now. The 25-year celebration of Oriflame in India is very special for us, and the team wanted to ensure we give the best ways for our community to express themselves. We are proud of partnering with the client team to create Oriflame as a “Connected Brand”.
The story behind 25 years of Oriflame was also beautifully crafted in a 2-minute brand film that described the lifestyle, entrepreneurship opportunities, and financial independence of the Oriflame community; whether they are men or working mothers, young makeup enthusiasts, someone mid-aged, or anybody else who wants to begin their career as a successful entrepreneur.
During the end phase of the campaign, the brand team released another film that highlighted various social initiatives— Oriflame’s global efforts to create a sustainable environment, fair trade practicing with farmers, and their collaboration with Deepalaya School to educate girl child, since 2006.
Oriflame collaborated with several beauty influencers and digital leaders like Nitibha Kaul, Niki Mehra, Srishti Agarwal, Ankita Rai, and many more with a 25th-year anniversary celebrations box. The box encapsulated a gist of the brand’s remarkable history, their environmental initiatives, product history, and a few products loved by all.
Throughout their campaign, they also conducted special giveaway-contests for their consultants and digital audiences that lead to high user engagement on their channels and added grandness to their celebrations.