Social Media Case Study on Pond's Perfect Match

Leveraging White Beauty’s Perfect Match campaign April – June 2012 A Social Media Marketing Case Study

The Brief The Goal - To leverage the concept of the Perfect Match via an application on Facebook Key message driver - To establish Pond’s White Beauty as the perfect match for your skinD

• Upgrade mass fairness Business cream users to the new Objective POND’S White Beauty • Create a buzz for Pond’s White Beauty & the Communication Perfect match application Objectives • Drive key product messageD

The Thought Facebook Building up Application hype Trending Enhance the #perfectmatch campaign with on Twitter a popular face Live chat with RannvijayD on Twitter

Building up hype Enormous response to the generic updates building up to perfect matchD

Building up hypeD

Stage I An application that aggregates your information on Facebook for you to find your perfect match Click to find your perfect matchD

Stage II The application scans your social DNA, (your likes, dislikes, status on wallsD etc.) and finds a Perfect Match from your friends list

Stage III Winners shortlisted on basis of their Perfect Match score with Rannvijay & their contest entryD

Amplifying the Idea of a “Dinner Date” with popular actor Rannvijay Singha Why Rannvijay? Popular face on television Face of popular youth show MTV Roadies Big hit with the girls The Perfect Match for ourD target audience!

Perfect Match updates Per post Average likes – 400D Average Comments – 50 Average Shares - 40

Perfect Match updatesD Average engagement rate of 3% per post

User generated content Total fans increased organically – 11,482

Trending #perfectmatch Attempt to trend #perfectmatch along with a Twitter chat session with Rannvijay on 23rd May ‘12D

Building up to the chat & engaging fans with #perfectmatchD

Avg. no. of mentions per minute during the chat - 5 Total no. of questions asked by the number of followers - 557 Total no. of re-tweets - 61D

#perfectmatch TweetsD

Excerpts of chat with Rannvijay In a span of 1 hour chatting withD Rannvijay we received a total no. of 557 responses

Continuing the conversation the next dayD

#perfectmatch trended No.1 across 5 cities within a span of 15 minutesD

Within the next 30 minutes, #perfectmatch was trending nationally and internationally Challenged and overtook big names in terms of trend popularity #perfectmatch was alsoD trending in the UAE

In 30 hours In 2 hours Within 15 minutesD

Impact # 1 trending topic India – non-Promoted, unpaid media • # 1 hashtag on twitter in all 6 cities covered by Twitter, Mumbai, Delhi, Bangalore, Chennai, Bangalore & Hyderabad • Average lifespan of #perfectmatch = 1860 minutes ~ 31 hoursD

Windchimes Communications Pvt. Ltd.contact@windchimes.co.in+91 - 22 - 2651 8610

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Social Media Case Study on Pond's Perfect Match

by Windchimes Communications Pvt Ltd on Jun 29, 2012

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