Mixing the brand related content with engaging content
Promote popular products, discounted products, products in high demand
Give platform to the existing consultants to sell their products and have their say. Motivate fans to become consultants or buy products
Oriflame becomes 1,00,000 strong on Facebook
ORIFLAME INDIA CASE STUDY ‘2012
IntroductionOriflame India sells high quality skincareproducts, toiletries, fragrances & colourcosmetics. It gives a unique business opportunityto people who want to fulfill their dreams.Tagline: Look Great, Make Money and Have FunHave a look at their Social Story
OBJECTIVE• To make the brand thrive on social media platform• Align social media strategy with business objective to bring new consultants and motivate the existing ones• To mix the brand related content with engaging content• Give platform to the existing consultants to sell their products and make their voice heard• Motivate fans to become consultants or buy products
Total fans : 109,634People talking about: 9,843*Fan base as on:17 th July’2012
We are now1 Lac strongFan base as on : 5thJuly’2102
COMMUNICATION STRATEGY• Motivate fans to buy Oriflame products through consultants or become consultants themselves• Give tips on make-over, make-up, fashion, correct usage of products etc. through different campaigns• Position Aakriti Kochar as the Beauty Expert• Promote the brand with the Brand Ambassador• Excite fans with buzz content, bring stickiness to the page• Change the lifestyle and the way people think about it• Promote popular products, discounted products, products in high demand
Join N Win Application: Topromote Man Woman campaignTab views : 2,135Concept : To promoteRecruitment Campaign for theexisting consultants and motivatethe new consultants, on Oriflame’s45th anniversary.Gratification: iPhone4S andHyundai EonThis App was directed to OriflameIndia website which also broughtnew sign-ups.
I KNOW JONAS CONTESTTab views: 544The contest was done whenOriflame’s Global Beauty ArtisticDirector Jonas Wramell visited India.The contest was about how well doyou know Jonas. 5 objectivequestions were asked.
Ask Aakriti TabTab views: 3776Concept: To positionAakriti Kochar as theBeauty Expert, a tab wascreated that featured anew beauty tip everyweek. People could alsoask any beauty relatedqueries here.
• Giving tips to fans on make-over, make-up, fashion, correct usage of products etc.•Build trust and credibility withfans•Create emotional connect withfans
Promoting the Face of Oriflame India - Sonali BendrePromoting the BeautyExpert Aakriti Kochar
The Perfect Look contest Concept: The contest is about choosing the perfect makeup shades for a vector. The theme and the dress was changed every week. Tab views: 2,225
Black Beauty Recruitment Campaign InfoTab:To promote the recruitment campaign ofOriflame India for the existing consultantsand motivate the new consultants to join.YouTube video for the same is integrated onthe tab.Tab views: 1826YouTube views in 2 weeks: 2444
City Glam Girl -360 degree campaign On ground promotion of City Glam Girl campaign in 5 different cities
City Glam Girl VotingApp: Oriflame India huntfor City Glam Girl in 5different cities.This was an on-groundactivity in malls. Girlswere given a make-overwith Oriflame StudioArtist range followed by aphoto shoot.Images of selected 60beautiful girls wereuploaded on theFacebook app. Users hadto vote to select the CityGlam Girl.Tab views: 6316
Gratification :• A makeover session by abeauty expert followed bya portfolio shoot.• Get interviewed onRadio City as the CityGlam Girl.• Get featured in OriflameIndia’s QuarterlyNewsletter that reachesout to more than 1 lakhOriflame consultants.
Oriflame India Avon Insider AMWAY• Strength is the likelihood that this is being talked about• Sentiment means the ratio of the mentions that are generally positive to those post which are negative.• Passion is the measure of the likelihood that individuals talking about your brand will do so repeatedly• Reach is the measure of the range of influence. It is the no. of unique authors referencing your brand divided by the total no.• of mentions.