During these trying times when the world is going through a crisis, Oriflame, a direct-selling Swedish beauty brand, has launched the #FitFamilyChallenge to inspire families to exercise together and stay fit during the lockdown.
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Through the campaign, users were asked to submit videos/pictures of their families exercising and getting fit together. Participants were then asked to nominate their friends to take the challenge, spreading the fitness movement. Oriflame received an influx of entries, with families teaming up to perform yogasanas, squats and even spotting each other like in a gym.
Naveen Anand, Senior Director, Regional Marketing, Oriflame South Asia, said, “While this is a challenging situation for the world, it is an opportunity for people to focus on their health and overall well-being. At Oriflame, our focus is on holistic beauty that can be achieved from not just looking but also feeling great. The #FitFamilyChallenge is the perfect way to achieve this all-encompassing state of well-being through healthy habits and regular exercise.”
Amandeep Singh, Business Director and Head of Delhi VMLY&R, said, “This was an insight thrown up by the VMLY&R Social Listening and Connections Team who picked up this trend of people improvising their workouts at home. We thought that was interesting behaviour to leverage for our brand which had a larger do-good message and a great brand fit.”
Singh added, “Oriflame as a brand has a sharp role to play in the health and holistic well-being of people. #FitFamilyChallenge is their way of being topical and relevant and alive to this unprecedented pandemic. The consumers, on their part, have enthusiastically responded and we received great user generated content from photos to videos and messages. We are overwhelmed by the participation and love that people have shown. I am so happy that VMLY&R managed to create this connected consumer experience for Oriflame to play this meaningful role in their consumer’s life.”
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