Case Study - Social Media Marketing for Kaya Skin Clinic by Windchimes Communications, A Social Media Agency
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Case Study - Social Media Marketing for Kaya Skin Clinic by Windchimes Communications, A Social Media Agency

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A case study on how social media was used for a beauty & lifestyle brand like Kaya Skin Clinic to increase awareness for skin services, establish the brand as an expert in skincare & meet business ...

A case study on how social media was used for a beauty & lifestyle brand like Kaya Skin Clinic to increase awareness for skin services, establish the brand as an expert in skincare & meet business objectives. Case study by Windchimes Communication - www.windchimes.co.in

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Case Study - Social Media Marketing for Kaya Skin Clinic by Windchimes Communications, A Social Media Agency Case Study - Social Media Marketing for Kaya Skin Clinic by Windchimes Communications, A Social Media Agency Presentation Transcript

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