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Brands are increasingly acknowledging the importance of placing consumers at the centre of their marketing strategies and trying to reach them through a more personalised and emotional approach.
One such brand is Procter & Gamble (P&G), which is overhauling its marketing campaign for its laundry brand Ariel and shifting the focus from the product to the consumer and their own stories, according to Marketing Week.
The new campaign, called “My Ariel”, is launching in the UK on 15 October and will feature new characters and their clothes. According to P&G, this is the next step in the brand’s ongoing plan to “celebrate consumers”, which started just before the London Olympics with its “Proud Sponsors of Mums” campaign.
In addition, the new marketing move will mark the first time that the brand has exploited traditional media along with digital marketing channels. The campaign will roll out on TV, print and digital platforms, including blogs, a Facebook page and a YouTube channel.
Ian Morley, P&G UK’s fabric and home care marketing director, believes that the brand’s attempt to create a more “intimate” connection with consumers and to reach them across various channels will be a success. Consumers have two main motivations to buy the product – the benefit they get from the quality of the product and their emotional connection to it – so combining both will build an even better relationship, he explains.