Oriflame's "Dare to Be"
One recent example comes from Oriflame, the Swedish direct selling company with operations all over the world. Oriflame launched a comprehensive marketing activity targeting younger generations and named it “Dare to Be”. The company announced that “Dare to Be” is its biggest launch in the world in 2010. Each country participates at different dates, and this program will be introduced in over 60 countries eventually.
“Dare to Be” includes of a wide selection of products to attract young consumers. The Internet has been chosen as the platform for the program’s launch and for the communication efforts to follow. An entirely new web site has been designed for this purpose. The social sharing tools like Facebook and YouTube are being heavily utilized aiming at engaging Oriflame consultants and consumers, and allowing them to share their opinions freely.
A significant element of this program is the story of four young women living in Stockholm, Sweden. Their story is being filmed and broadcasted in short “webisodes” on the Internet. The four characters are also featured in Oriflame’s product catalogues presenting the related products.
What we see in this campaign are:
* The target audience is the younger generation, a group which the direct selling industry has not been very successful in engaging.
* The products that will be attractive to this audience have been developed and put together.
* The Internet has been picked as the platform to communicate with them, a platform where younger people spend considerable time on, and use to interact.
* Along with a strong presence on the social media, quite innovatively, a movie series has been developed to be broadcasted on the Web.
Obviously, this is a campaign that aims at using the rights tools to reach the relevant audience. It will bring many benefits to the company maybe not right away, but definitely in the near future.
Having said all these, let’s see what else can be done to achieve even better results:
It seems the web site dedicated to “Dare to Be” is not well-maintained by all the markets as there are broken links and links that go to different addresses than they are supposed to.
While some markets promote the program at dedicated Facebook fan pages, some try to accomplish this through their company pages on Facebook. In this second group, Dare to Be’s messages get mixed with company’s other posts, possibly damaging both.
Apparently, Twitter is being used by the markets to spread the word, although the number of followers are less than expected. It would be even better if the movie characters had their own Twitter accounts and communicate from there. Their “tweets” could easily be translated in each market to localize this communication.
The same holds true for a blog. The communication can be richer if these four characters publish a blog and share their stories featured in the webisodes and also the products that they use.
Social networking platforms on the Internet open us horizons that it is hard to fully visualize today. It is of utmost importance for the direct selling companies to learn to utilize these tools effectively as soon as possible. And when these tools complement and even promote the usage of each other in a campaign, the consequent synergy can be tremendous.