Marico leverages display ads and its Store to launch a new product, True Roots

The company

Marico Limited is one of India's leading consumer products companies operating in the beauty and wellness space. Currently present in 25 countries across emerging markets of Asia and Africa, Marico has multiple brands in the categories of hair care, skin care, edible oils, health foods, male grooming, and fabric care. Marico's India business markets household brands such as Parachute, Parachute Advansed, Saffola, Hair & Care, Nihar, Nihar Naturals, Livon, Set Wet, Mediker, and Revive.

The goal

Marico wanted to drive awareness and engagement about its newly launched product and its benefits.

The solution

In order to build awareness for its new product, True Roots, Marico leveraged display ads to reach potential customers in two cohorts: brand browsers who had not yet purchased and customers suffering from premature greying of hair. Creatives with relevant messaging guided customers to True Root’s Store.

The Store was designed to educate the potential customers on the product benefits and usage including dermatologist recommendation and customer testimonials. This led to an increase in dwell time for this content at the Store as compared to the product’s page and thereby helped drive 3x conversions.

quoteUpBeing a new brand and a category creator, our challenges with True Roots were unique. Our partnership with Amazon’s advertising team has been very rewarding and has helped the brand enormously to meet its business and equity objectives. It’s been a great start to a long and mutually beneficial journey together.quoteDown
– Ved Agarwal, Brand Manager, True Roots, Marico

The results

The combination of display ads and Store helped drive 2x brand-led searches as compared to the beginning of the campaign, 7x dwell time at the Store compared to the product’s page during the campaign, and 3x conversions compared to previous campaigns.

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  • 2x brand-led searches as compared to beginning of the campaign
  • 7x dwell time at Store compared to product’s page for the campaign period
  • 3x conversions during campaign period