Kaya case-study-prstn-1228189562371002-9


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  • i have acuz whose face got burnty by kaya's so called 'pain free'laser.Shes sued the company an dthey deny any responsibility
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Kaya case-study-prstn-1228189562371002-9

  1. 1. Kaya Skin Clinic a social media marketing review
  2. 2. Background <ul><li>Kaya skin clinics are currently spread across major cities of India and Middle East </li></ul><ul><li>Kaya offers specialized and customized skin solutions (products & Services) to its consumers </li></ul><ul><li>Pioneers in their field with scientific approach towards skin treatments </li></ul>
  3. 3. The Campaign <ul><li>Kaya launched the ‘Bridal Campaign’ – offering specialized skincare services customized to the needs of to-be brides and grooms </li></ul>
  4. 4. Objective <ul><li>Create awareness for the Kaya bridal packages </li></ul><ul><li>Educate consumers about the possibility of glowing skin </li></ul><ul><li>Position Kaya’s services as scientific solutions; a step ahead of home remedies </li></ul><ul><li>Ensuring Kaya enters the consideration set of a bride-to-be </li></ul>
  5. 5. The Idea <ul><li>Get the Glow! </li></ul>
  6. 6. Who were we talking to? Target Audience Bride Relatives – Mother, Sister, etc Groom
  7. 7. More about our audience <ul><li>Primary Audience: </li></ul><ul><ul><li>SEC A1/A2 </li></ul></ul><ul><ul><li>Young women </li></ul></ul><ul><ul><li>Age group of over 22 years </li></ul></ul><ul><li>Secondary Audience </li></ul><ul><ul><li>SEC A1/A2 </li></ul></ul><ul><ul><li>Young men </li></ul></ul><ul><ul><li>Age group of over 25 years </li></ul></ul><ul><li>Psychographics: </li></ul><ul><ul><li>Well educated; appreciates scientific processes </li></ul></ul><ul><ul><li>Seeks options; but makes informed choices </li></ul></ul><ul><ul><li>Individualistic; Values customized offerings </li></ul></ul><ul><ul><li>Information seeking; Actively looks out for solutions </li></ul></ul>
  8. 8. <ul><li>Announced: </li></ul><ul><li>- Used various online platforms to announce the availability of the bridal packages </li></ul><ul><li>- Crafted social media releases to announce the services </li></ul><ul><li>Engaged: </li></ul><ul><li>- Participated in conversations to educate consumers about the bridal packages </li></ul><ul><li>- Initiated dialogue with beauty and lifestyle community owners to create awareness about Kaya services </li></ul><ul><ul><li>- Introduced bloggers to the Bridal Package and got their readers to participate in the contest </li></ul></ul><ul><li>Generated excitement: </li></ul><ul><li>- Created an educational video and uploaded on various video sites </li></ul><ul><li>- Crafted a contest to actively involve online audiences </li></ul>What did we do?
  9. 9. Where did we do it?
  10. 10. Our Plan
  11. 11. How did we do it? <ul><li>Step I : Devised Social Media Strategy </li></ul><ul><ul><li>- Evaluated the online potential for Kaya’s services </li></ul></ul><ul><ul><li>- Listed platforms relevant to Kaya’s services </li></ul></ul><ul><ul><li>- Planned and determined suitable approach to maximize Kaya’s online visibility </li></ul></ul><ul><li>Step II : Identified and Analyzed talk points and influencers </li></ul><ul><ul><li>- Researched predominant issues surrounding skin care </li></ul></ul><ul><ul><li>- Gathered data regarding essential topics raised in various platforms </li></ul></ul><ul><ul><li>- Found relevant online communities and blogs </li></ul></ul><ul><li>Step III : Created content </li></ul><ul><ul><li>- Created platform relevant matter based on skin care and related topics </li></ul></ul><ul><ul><li>- Designed a Kaya webpage to succinctly inform consumers </li></ul></ul><ul><ul><li>- Crafted a contest to initiate online interaction </li></ul></ul><ul><ul><li>- Designed an informational video to detail the bridal package </li></ul></ul>
  12. 12. <ul><li>Step IV : Seeded information </li></ul><ul><ul><li>- Introduced Kaya’s Bridal packages in conversations in various social media </li></ul></ul><ul><ul><li>- Uploaded Kaya’s video </li></ul></ul><ul><ul><li>- Responded to queries regarding skin care while integrating the brand </li></ul></ul><ul><ul><li>- Offered Kaya’s services as solutions to skin issues </li></ul></ul><ul><ul><li>- Proposed a series of how-tos for new brides and brides-to-be by using exciting hooks like ‘Winter skincare for brides’, ‘Bridal Skincare for working women’, ‘Bridal care for problem skin’ </li></ul></ul><ul><ul><li>- Drafted a social media optimised release to be shared at key online directories </li></ul></ul><ul><ul><li>- Generated traffic to the Kaya site by seeding Kaya link in Q&As, SNS, forums and Online Directory Listings </li></ul></ul>How did we do it?
  13. 13. Online Directory Listings <ul><li>Why Online Directory Listings? </li></ul><ul><li>- Online Directories enjoy a high subscriber base </li></ul><ul><li>- Traditional media also accesses information from these directories </li></ul><ul><li>What we did? </li></ul><ul><li>- Created social media release to highlight the launch of bridal package </li></ul><ul><li>- Identified relevant directories </li></ul><ul><li>- Reached out to over 25 directories </li></ul>
  14. 14. Online Directory Listings
  15. 15. Online Directory Listings
  16. 16. Online Directory Listings
  17. 17. <ul><li>Why Social Networking Sites? </li></ul><ul><li>- Presence of high number of Indian users </li></ul><ul><li>- High tendency to seek and accept peer advice </li></ul><ul><li>What we did? </li></ul><ul><li>- Identified relevant communities </li></ul><ul><li>- Initiated and participated in conversations </li></ul><ul><li>- Offered Kaya services as a solution to skin care issues </li></ul><ul><li>- Projected Kaya as a scientifically backed skin specialist </li></ul><ul><li>- Interacted in over 35 communities </li></ul><ul><li>- Contacted community owners to promote Kaya’s bridal package </li></ul>Social Networking Sites
  18. 18. Social Networking Sites
  19. 19. Social Networking Sites
  20. 20. Social Networking Sites
  21. 21. Social Networking Sites
  22. 22. Social Networking Sites
  23. 23. <ul><li>Why Collaborative Research? </li></ul><ul><li>- High number of Indians seeking answers </li></ul><ul><li>- Widely accepted for its informal interaction </li></ul><ul><li>What we did? </li></ul><ul><li>- Identified relevant sites and categories </li></ul><ul><li>- Responded to skin care queries </li></ul><ul><li>- Promoted Kaya services as scientifically backed </li></ul><ul><li>- Answered over 170 queries </li></ul><ul><li>- Educated people about Kaya’s services and packages </li></ul>Collaborative Research
  24. 24. Collaborative Research
  25. 25. Collaborative Research
  26. 26. <ul><li>Why Video? </li></ul><ul><li>- Interesting visuals leads to high viewer involvement </li></ul><ul><li>- Demystifies the Bridal package for potential customers </li></ul><ul><li>- Lends credibility to the treatment by showing all steps of the treatment </li></ul><ul><li>What we did? </li></ul><ul><li>- Created a 3-minute video </li></ul><ul><li>- Video included a specialist to walk the viewer through various steps </li></ul><ul><li>- The look and feel was educational versus advertorial, leading to higher creditability </li></ul><ul><li>- Uploaded the video on over 10 sites </li></ul>Using Videos
  27. 27. Using Videos Around 6500 views as of July 2009!
  28. 28. Using Videos Currently, the Kaya Bridal video is the 1 st video under ‘bridal skincare’ on Youtube.com. *As of July 2009
  29. 29. Reached out to influencers <ul><li>Through blogs… </li></ul><ul><li>- Mostly written by neutral writers </li></ul><ul><li>- Read widely for fresh perspective and unbiased views </li></ul><ul><li>- Geared towards disseminating personal opinions </li></ul><ul><li>- Blog viewership can go upto lakhs of focussed views </li></ul><ul><li>What we did? </li></ul><ul><li>- Found influential bloggers relevant to Indian skin care </li></ul><ul><li>- Conversed with bloggers and introduced Kaya packages </li></ul><ul><li>- Offered the Express Kaya Bridal Package for review </li></ul><ul><li>- Requested bloggers to share Kaya contest with India readers </li></ul>
  30. 30. Outcome of Influencer Engagement
  31. 31. Outcome of Influencer Engagement
  32. 32. Results of Kaya SMM campaign in four months! Platform Reached Out Out Reached PR sites 24 Social Networking Sites 36 68673 Forums 65 32697 Collaborative Research-Q&A 173 Videos 10 3111 Video Promotion 13 Contest 11 35 332 1,04,481
  33. 33. More importantly… Kaya appears on the 2 nd* spot on a Google search for ‘bridal packages’! *As of July 2009
  34. 34. Thank You (http://www.windchimes.co.in)