Femina magazine aimed to better connect with younger women by launching several digital initiatives on Facebook and Twitter over an 18-month period. These initiatives included hosting weekly contests, interviews with celebrities, social applications related to magazine content, and partnerships with bloggers and events. The strategies helped grow Femina's Facebook fan base by over 70,000 and Twitter followers by over 4,000, reaching millions of young women online.

2. Digital Overview

4. • Femina has always been
perceived an an older
women’s/mature women’s
magazine
• The youth lives with the
perception that Femina will
not be able to connect with
them

6. • The Strategy:
• Build a community
around “For all the
women you are”
campaign .
• Use it tactically to drive
engagement.
• Play around with content
that appeals to the youth

7. Approach Taken

9. 2 Fold Approach for
Digital Media :
Facebook & Twitter
Initiatives

10. November 10 - March 11 : Femina Ladies Night

11. WHAT?
• Femina Ladies night was an association between Femina and Hardrock Café where
women from Bangalore and Hyderabad were invited to Hardrock Café on every
Wednesday night for fun games, get togethers, free drinks etc.
• We used a 2 fold approach for this.
• Promoted this event on Facebook and Twitter and also every Wednesday on the
Facebook page we conducted a contest for fans with a question related to their
girlfriends. Eg: What would you and your girlfriend dress up as for a costume party
and why. The 5 best answers were gifted Femina goodie bags.

12. WHY?
• This association was done mainly to get women of different age groups and
interests together. Hardrock café being a fun and lively place women got a chance
to come, have fun and be themselves.
IMPACT –
• 1 contest every week with over 100 entries per contest.
• We managed to target women from different age groups through the versatility of
our contest.

13. April 2011 : Get Beauty-Licious Contest

14. WHAT?
• Get Beautylicious was a facebook contest built in order to promote the “Beauty”
special Femina issue. We asked 15 different questions- one everyday on the
facebook page – the answers were hidden in the issue itself. People had to buy the
issue in order to answer the questions

15. WHY?
• This facebook contest was mainly done to try and increase magazine sales on
stands. With the answer to every question being hidden in the magazine fans were
compelled to pick up the issues from stands in order to participate and win.
IMPACT –
• 15 questions for 2 weeks with over 500 entries overall
• Incremental magazine sales

16. Started from June : Twinterviews

17. WHAT?
• Interviews with Celebrities on Twitter
• Twinterviews were held with celebrities who are popular on Twitter
• These Twinterviews were held at a pre-decided time and were publicized using
Twitter and Facebook
• Each Twinterview lasted between 45minutes - 1 hour
• Femina Tweeted questions to the celebrity and they would reply tagging Femina in
their response
• The Celebrity's followers could experience the Twinterview live if they followed
Femina
• Twinterviews were showcased on the Femina website after they were completed

18. WHY?
• This initiative was taken to mainly increase follower base on twitter
• It was done to create excitement and curiosity on the page
• To realign the magazine’s approach and get it to relate to the youth
IMPACT –
• A large increase in interactions
• A 557% growth in followers from 700 – 4600
• Celebrities tweeting to Femina and following it

19. INDIA’s BIGGEST TWITTER
INTERVIEWS :
Twinterviews with celebrities & Online Bloggers :

24. July 2011: Femina Girlfriend Getaways

25. WHAT?
• Femina and The Backpackers co. came together to organize the Femina Girlfriend
Getaways wherein we asked women to come on the page and register to be a trip
consultant for 1 of the 6 trips that we had planned.
Registration Form
for the skipper

26. WHY?
• This association was mainly done to give the brand an exciting feel and send fans
on a backpacking trip across Europe. The idea was to target women from every age
group and give them a sense of excitement, adventure and fun.
IMPACT –
• We got over 900 entries for skipper registrations.
• Femina reader Monica was sent on the Femina Girlfriend Getaways as a skipper
• She did live tweets from her trip and also sent us pictures which served as a big
source of content on the page

27. July – August: The Femina Woman Rediscovered – Relaunch campaign

28. Idea Insight
WHAT?
• We designed a ‘Tag a friend’ Social interview application on the brand lines of the
Femina Relaunch campaign. There are 16 questions and each of them were
derived from the Relaunch campaign itself. Fans had to tag a friend for every
question and then publish it on their Facebook wall.

29. WHY?
• This application was an extension of Femina’s Relaunch camaign. It was in direct
relation to the approach of the Relaunch campaign that focussed on “For all the
women you are” The idea was to tag a friend who fits the bill of certain preset
characteristics in this fun application
IMPACT –
• 3,000+ people played the game in a span of 1 month.
• Hence we succeeded in establishing a direct correlation between the magazine
and the application reiterating the fact that Femina is not only an older women’s
magazine but an all women’s magazine.

30. July – August : Femina Blogger Bees
Be Sharp. Be Innovative. Be

31. WHAT?
• In synchronization with the Relaunch campaign we acknowledged 10 Bloggers
(women) from different fields like Fashion, Beauty, Society, Films etc. to talk about
our re launch campaign on their blogs and in turn Femina spoke about them on
the page and conducted Twinterviews (twitter interviews) with them.
WHY?
• It was a initiative to celebrate womanhood.
• It gave our re launch campaign good visibility on selected blogs and blogger
recommendations as well.

32. IMPACT –
• We celebrated women in every diverse field like fashion, beauty, food, society,
entertainment and books.
• Every blogger displayed the blogger bee badge on their website for at least 1
month and also had a Twinterview with us.
• Overall the badges and the relanch campaign got over 1,20,000 views on the blogs

33. Dhruvi Shah – Alice Wondering

34. Miss Malini

35. Cynthia Zacharica

36. Blogger Bee’s Links :
Fashion & Lifestyle - Masoom Minawala -http://www.style-fiesta.com/
Fashion : Ayushi Bangur - http://styledrive.wordpress.com/
Beauty -, Cynthia - http://www.indianvanitycase.com/
Beauty : Kimi srivastava - http://www.beautydiaries.com/
Home Decor - Rajee Sood - http://rajeesood.blogspot.com/
Food - Rose : www.magpiesrecipes.blogspot.com
Book - Nikita - http://thebookloversreview.blogspot.com/
Social Blogger - Priyanka - http://www.mightylaws.in/
Films & Fashion -Dhruvi Shah : http://alicewandering.wordpress.co
Celebrity – Malini Agarwal : www.missmalini.com

37. My Choice My Life – October 2011

38. WHAT?
• This was an application where women had to come and share a life changing story
with us that they were proud of.
• They had to submit their story and get votes for it.
• The story with the maximum number of votes won and got a mention in our
magazine along with Femina goodie bags.
WHY?
• This application was an extension of Femina’s Anniversary issue which is all about
the “choices in a woman’s life”
• We created this application to bring out the spirit of the Femina women and help
them embrace their inner self.

39. IMPACT –
• We have received over 50 Stories in 2 weeks
• Over 350 votes caste
• The stories are well written and portray the choices the women have made
• Viraled with the help of wall posts and facebook ads

40. Femina’s Pick a Pal – October 2011

41. WHAT?
• A fun social interview application where women need to answer a question by
choosing between 2 friends on their Facebook friends list who fit the bill and hsare
it on their wall and with their friends

42. WHY?
• This application was an extension of Femina’s Anniversary issue which is all about
the “choices in a woman’s life”
• We created this application to give “women’s choices” a fun angle and make fans
tag their friends on situations that were funny yet prevalent in real life.
• There are many different choices that women are faced with in their daily lives and
we wanted to give the whole issue a light feel so that women would not hesitate in
playing the game.
IMPACT –
• 7,200 users in 20 days
• 1,26,400 tags shared on users walls
• 8,500+ new fans on the Facebook page
Video Representation –
http://www.youtube.com/foxymorontv#p/u/8/EvCmbWIN6aU

47. Fan invited to a Femina party

51. INCREMENTAL FANS ON FACEBOOK IN THE LAST 1 YEAR : 70,532
TOTAL MENTIONS ON FACEBOOK: 72,400
MONTHLY ACTIVE USERS: 58,422 1800 %
POST FEEDBACK ON FACEBOOK: 1,20,000
TWITTER FOLLOWERS: 4,500+
DAILY MENTIONS ON TWITTER: 44
TOTAL IMPRESSIONS ON DIGITAL MEDIA: 17 MILLION

53. C S S UD E
A E T IS