CASE STUDY Fango pushes the envelope in promotional campaign 1.What do you think

Question

CASE STUDY

Fango pushes the envelope in promotional campaign

1.What do you think of the strategy that Borghese used in promoting its Fango mud mask? Do you think the company was successful in using integrated marketing communications to convey a consistent message? From what you read, do you believe the company accomplished its promotional goals? Why or why not?

2. How easy would it be for other fashion marketers to adopt the theme of this promotional campaign? What would be the drawbacks?

3. Do you think the nature of the Fango promotional campaign raised ethical issues that could detract from the results? Even if you found nothing offensive in the images, do you think other consumers might? Should that risk influence whether the company carried out the campaign? Explain your answer.

CASE STUDY 12.1 go Pushes the Envelope in Promotional Campaign rate the 25th anniversary of its Fango brand o celeb product feel more contemporary, using the eye-catching mineral-enriched mud mask (officially Fango Active visuals to address a younger audience than the brand had ese created a promotional campaign designed been targeting. o raise awareness of the product as well as remind long Along with the advertising, the Fango campaign fans to replenish their supplies. The campaign-with included a public relations effort and events including a imated budget of more than $2 million and a theme reception at the home of Georgette Mosbacher, Borghese's you Fango?-featured women, the traditional chief executive, where guests were promised they could or Fango, and men, to signal to them that they learn more about "the mud that helps you shine from the of "Do too could benefit from slathering the product on their print advertisements in magazines like Allure, Elle, InStyle, Marie Claire, and Vogue; posters on taxis, phone kiosks, and buses; ads on electronic signs in Times Square, plus ads on the Borghese inside out." An equally important facet of the campaign skin, hair, and scalps. It included was to drive consumers to the Web site as well as to stores to make a purchase, since e-commerce is p bigger role in the beauty and cosmetics category. Web site and a presence on Facebook and Twitter. Adapted from: Stuart Elliott, "Here's Mud on Your Skin, New York Times, Jdly 6 2010, www.nytimes.com/201000business/media/Déadnewsletter 1 .html2ref -advertisingemail&nl-business;&emc; ata1 laccessed March 6,20121. Nothing too unusual in the strategy so far, right? But here's where the campaign got creative: To help draw attention to the ads, the models wore nothing other than Fango, applied to their chests, armas,lgs, and bacdks,QUESTIONS with the photos discreetly cropped to avoid causing an 1. What do you think of the strategy that Borghese issue with those easily offended. used in promoting its Fango mud mask? Do you think the company was successful in using integrated marketing communications to convey a consistent message? From what you read, do you believe the The campaign was clearly indicative of efforts by marketers to stand out amid the clutter by using copious amounts of bare skin, a tactic consumers seem to accept more readily from marketers of fashion and beauty brands than they would from other types of companies. And according to Neil Petrocelli, vice president for mar- keting at Borghese in New York, everyone who had seen the campaign so far had "responded positively to it, because "they see the fun."The smiles on the models'faces company accomplished its promotional goals? Why or why not? How easy would it be for other fashion marketers to adopt the theme of this promotional campaign? What would be the drawbacks? 2. 3. Do you think the nature of the Fango promotional campaign raised ethical issues that could detract from the results? Even if you found nothing offensive in the images, do you think other consumers might? are happy instead of sexy," he added. According to Petrocelli, the goals of the campaign were twofold, the first being to celebrate the Fango customer and reaffirm her decision to use the product and continue to do so. The second aim was to make the Should that risk influence whether the company carried out the campaign? Explain your answer.

Explanation / Answer

Q1) The strategy that Borghese used in promoting its Fango mud mask is wound around the creative advertising campaign of using bare models for promoting the products aiming at the target market of younger generation while ensuring all the possible marketing communication channels are utilized to promote the same.

The firm was successful in using integrated marketing communications to convey a consistent message of the contemporariness and the benefits of the product through the channels like print media, electronic media, billboards and posters, website and social media.

The company has accomplished its promotional goals of attracting the younger generation towards purchase of its product and reminding the existing customers of the benefits of the product.

Q2) It would be easier for other fashion marketers to adopt similar theme as fashion and modelling are related to each other and effective use of models to promote the fashion products result in attracting the consumers. However, the drawbacks would be on the goodwill and brand image that the company creates for itself when it goes with bold advertisements and the possibility of rejecting the brand by relatively older customers.

Q3) There might be a chance that the promotional campaign might raise ethical issues like -

1. Use of models and objectification of women by showing them all bared just to attract consumers and sell its products.

2. A generation of customers rejecting the brand due to its seemingly outrageous campaign.

The risk influences to an extent on whether the company should go ahead with the campaign or not, but if properly managed by esnuring disclaimers are in place, the content is more aesthetic as opposed to vulgar etc., the risks can be mitigated.

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