fair and lovely campaign
TRANSCRIPT
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Fair & Lovely – Confidence at Work
Presented by –Ajay CN
Jayavignesh ReddyPrashanth RVSaravanan MShravanesh S
Thanish Mohammed
Digital and Social Media Marketing
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OBJECTIVE
“To change the image of fair & lovely from a brand that boosts beauty to a brand that boosts confidence”
• Earlier advertisements portray failures of dark skinned people
• Endorsers of Fair & Lovely were trolled on social media
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• Advertising Standards Council of India issued new ad guidelines
• New guidelines prohibited negative portrayal of dark skinned people
• Confidence at work campaign addresses these guidelines
OBJECTIVE
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Target Audience
• People getting ready for an interview, for work or just hanging out with friends.
– vlogger Maia Sethna shares tips on office wear https://youtu.be/gBtyydyAPi8
– Blogger Karishma Rawat shares tips on communication at work https://youtu.be/ZKX_peKqax8
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PLATFORMS
• Platforms used - Youtube, Facebook
• Also partnered Google in its women empowering campaign ‘Helping Women Get Online’ (https://www.hwgo.com/)
• Started a scholarship exclusively for girl students
• Its Facebook page has been engaging women with contests around the videos.
• FB page gifted Micromax mobiles to winners
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Some of the facebook ads
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Fair & lovely ad appearing in a Youtube video of Ponds cream
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Views of the new F&L campaign videos
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A SHIFT IN THE APPROACH
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Cost Of Campaign
• Major Identified Costs:
• Yami Gautam - 1 crore
• Fair and Lovely scholarship - Rs. 100,000 to 300 students. - Rs. 3 Crores
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METRICS• Check your traffic
– 1. SESSIONS VIA SOCIAL REFERRAL– 2. PAGEVIEWS– 3. AVERAGE SESSION DURATION– 4. LANDING PAGES VISITS– 5. CONTRIBUTED SOCIAL CONVERSIONS– 6. LAST-INTERACTION SOCIAL CONVERSION
• Here are the 6 critically valued social media success metrics.– Daily Story Feedback: http://facebook.com/insights– Klout– PostRank– Share of Voice– Inbound Links
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REFERNCE
http://www.socialmediaexaminer.com/metrics-to-track-your-social-media-efforts/http://www.brafton.com/blog/social-media/solving-social-media-mystery-6-metrics-measure-successhttp://lighthouseinsights.in/fairlovely-blogger-campaign.html/
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