kiehl's india case study
DESCRIPTION
Case Study on Kiehl's India launching their boutique store in Mumbai, creating buzz via Twitter with the help of MindShift Interactive. Read on to see how celebrities, influencers on twitter & just about EVERYONE joined in to create buzz about #KiehlsMumbai An award-winning Case Study, for sure!TRANSCRIPT
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Kiehl’s India Case Study
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The Objective
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The Strategy
Run Contests creating brand awareness
Engage with the right audiences
Building Insightful brand connect
Understand Consumer Sentiments
Garner Brand Evangelists
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The Execution
#DailyKiehls #NeedsToUseKiehls #WeekendContest
20 Days +600 entries
Engaging contests….
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Running contests based on Insights of
When Kiehl’s Customers are Online
(The graph highlights the peak timelines in a day with maximum interaction in form of RTs, replies and @ mentions)
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We made everyone speak about Kiehl’s Mumbai!
A definite contender for the “Most talked about Legendary Twitter Campaign of 2011”
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Engagement creators…
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The excitement was created!
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Give Back Contest Adopted from the Kiehl’s Gives spirit of giving back to society.
Insights showcased the “need” for influencers to connect with people on their TL.
Bloggers & Tweeps gave back to their readers & followers creating personal interaction & rewards.
Campaign Launch
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Friends of Kiehl’s shared their love
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Our Coverage ….
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Results… Launch Party Talk –350+ Mentions
270+ Tweets using #KiehlsMumbai were posted on December 14, 2011 –
Wednesday. Celeb Interaction
with RahulKhanna, Sophie Choudhry, PoojaBedi, Manasi
Scott, AnushkaManchanda, Miss Malini& Bandana Tewari
TwitterKlout
Followers: 514 Total Interactions: 2566
Total Reach: 1,90,052
Consumer Pulse – 61% Positive Sentiments 25% Neutral Sentiments
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500+ followers
59 Influencers
in less than a month…
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The Results
‘#KiehlsMumbai’ Trending in Mumbai
for 3 days!
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The Results
Everyone said #KiehlsMumbai
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The Coverage
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Event highlights
Over 600 Twitter conversations about
#KiehlsMumbai launch!
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Zafar Rais, CEO
MindShift Interactive
“We merged our expertise in understanding the consumer pulse & gaining insights through our
Social Media Report to select Twitter as our
primary Campaign platform. The ‘Give Back’ contest helped create the buzz, excitement &
brand connect we were looking for. The Result was
was seen across Twitter with #KiehlsMumbai being the talk of the town ensuring consumer awareness & increased footfalls.”
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Anurag Tyagi, Brand Manager
Kiehl’s India
“Social media platforms like Twitter are a key element of that digital universe that our customers traverse and MindShift Interactive has worked towards getting us closer to them. Our digital campaign reached out to over 2.5 lakh customers across Twitter within the month and we received an overwhelming response.”
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Thank You!