social media case study of lakme fashion week
TRANSCRIPT
Leveraging Lakmé Salon at Lakmé Fashion Week 2012
A Social Media Marketing Case Study by Windchimes Communications
The Brief
Leverage Lakmé Salon’s collaboration
with Lakmé Fashion Week on the digital space
Background
Lakmé Fashion Week on-ground properties:– Talent Box Preview shows for new designer labels– A Lakmé Studio providing hair, makeup and nail services– Team Lakmé Studio- National Experts and Stylists from across the
country
Lakmé Salon currently has social media presence
on and
The goal of the project was to leverage these on-ground properties on the social media platforms
Objectives
Create online buzz before Lakmé Fashion Week
Strengthen position of Lakmé Salon as Skin and Hair expert
Objectives
Create online buzz before Lakmé Fashion Week
Strengthen position of Lakmé Salon as Skin and Hair expert
What we did to create a buzz
Contests Talent box 2011 Memories
Conversations
Talent Box MemoriesCreated an online property on Facebook for Talent Box at Lakmé Fashion Week
The interactive Tab performed the following functions:
Wall
Contests
Photo Gallery
Video Gallery
Tab reach: 4894 in 7 days
Contests to win invites
Photo-Slogan Contest on–Upload a stylish pic of you and
your friend and complete the Slogan “Lakmé Salon makes me fast and fabulous because...”
– 30 total entries received in 3 days– 14 winners were invited to the event
2 Slogan Contests on–Complete the slogan:
“Lakmé Salon makes me fast and fabulous because...”
OR
“Lakmé Salon inspires me to…”
– 10 total entries received in 2 days– 6 winners were invited to the event
Reach: 14,035over 3 days
Reach: 4,000In 2 days
ConversationsEngage audience by giving expert advice about grooming for Fashion events
Introduce Talent Box to the audience
Drive the audience to the Talent Box Tab
435 active interactions over 4 days
Objectives
Create online buzz before Lakmé Fashion Week
Strengthen position of Lakmé Salon as Skin and Hair expert
Approach
What we did to bring Lakmé Studio and Lakmé Fashion Week alive
Daily Contests Highlight Experts and Stylists
Live Updates from Talent Box 2012
Generate Testimonials
Social Media Corner
Engage with Influencers
Engage with Designers
Daily Engagement and InteractionsAll efforts were directed to make every fan sitting in each corner of India feel a
part of ‘Lakmé Fashion Week’
Conducted daily contests related to beauty to engage audience– 3 contests were conducted around styles and trends being unveiled at Lakmé Fashion
Week during the 5 day event– 154 total entries were received and 3 winners were
chosen for each contest. Gratification: Lakmé Salon vouchers
Guess the eye shadow shade
Guess the nail paint shade
Makeup related word
puzzle
Contest Reach: 9,694 over 5 days
Highlight Team Lakmé StudioTeam Lakmé Studio included:
–National Hair and Makeup Experts–A team of Hair and Makeup Stylists from over 170 salons across the country
Lakmé Studio Talent was showcased via photographs and conversations
National Hair and Makeup Experts at Work
Highlight Team Lakmé StudioExperts Speak:
–Tips, Tricks and Trends by experts
Team Lakmé Studio showcased through services, products and Makeovers
Feedback from a customer Julie about haircut
Conversations about Products
Makeover Albums Reach:
14,545
Talent Box 2012Lakmé Studio Talent was showcased in the form of Hair and Makeup techniques implemented for the Talent Box shows via photographs and conversations
Backstage Buzz highlighting hair & makeup techniques
Show photos highlighting looks created
Photo Albums Reach: 1,44,095
Talent Box 2012Lakmé Studio Talent was showcased in the form of Hair and Makeup looks created for the Talent Box shows via photographs and conversations
Makeup Look for one of the shows
Hairdo created for one of the shows
Interactive EngagementA fan posted a Photo asking for Lakmé Expert opinion on her hairdo after Lakmé Salon created a braided hairdo for a show
Audience appreciating National Hair Expert’s hairdo creation
A fan posted a Photo asking for Lakmé Expert opinion on her hairdo
A Social Media Corner was set up at the Lakmé Studio– More than 100 customers joined community and gave instant feedback
on the wall or via status updates among 200 customers who availed of services
Lakmé Studio @ Lakmé Fashion Week
Audience appreciating makeover
Status Update appreciating Lakmé Studio
Influencer Engagement Strategy
Indian Vanity Case chosen as the official blogger for Lakmé Salon– wrote 2 blogposts per day
Bloggers Meet – Bloggers interacted with Experts– Innovative Services were launched– Use #BloggersMeet
Promoted the use #LakméStudio in all communication– #LakméStudio was also used by influencers at the event
Influencer Response10 Bloggers attended the Bloggers Meet @Lakmé Studio
Influencers retweeted Lakmé Salon content
Influencer ResponseInfluencers created content about Lakmé Salon
Influencers generated on the spot feedback for services
Designers gave instant feedback via and
Designers retweeted Lakmé Salon content
Designers promoted their shows using Lakmé Salon content
Engagement with Designers
Resulting Brand Perception
Results
No. of Retweets: 60No. of Mentions: 104
Instant Testimonials for services: 50+
New Services introduced to 100+ customers during LFW
Growth of 3152 to Fanbase Growth of 72 Followers
1,35,005 audience reached throughout campaign
Over 30 blogs posts
737 approx daily stories created
50+ queries answered by experts
Thank You