Social Media Case Study on VivelWOW by Windchimes Communications


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A case study on how social media was used by a beauty brand to engage effectively with young women online

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Social Media Case Study on VivelWOW by Windchimes Communications

  1. 1. A Social Media Marketing Case Study - by Windchimes Communications VivelWOW Campaign
  2. 2. The Brief <ul><li>Make a platform where young women could interact with the brand </li></ul>
  3. 3. The Brief Also communicate importance of Nourishment, Moisturization and Protection in an engaging manner
  4. 4. The Challenge Multiple online platforms already existed for young women
  5. 5. However, we realized…. That there was no ‘one common platform’ where women could read and talk about what interested them with their friends
  6. 6. So our starting point was…
  7. 7. To peep into woman’s mind… Movies Guys Gossip Shoes Shopping Beauty and Fashion Discounts and Freebies
  8. 8. Beauty and Fashion Movies Discounts and Freebies Gossip We chose subjects that they would be interested in and get rewarded for talking about things that they liked
  9. 9. The Result…
  10. 10. Why did we do what we did?
  11. 11. Applied principles of Social Media Building Value for women Seeking women’s participation Listening to women’s point of view Allowing Women to Generate Content
  12. 12. Creating Value for Women Women got tips and suggestions on hair care and skin care from peers!
  13. 13. Value addition also in form of gifts and Celebs Ladder-based reward system
  14. 14. Women creating content on site Discussion Forum for women to talk on hair care, skin care and movies!
  15. 15. Reviews and Date of Release Women could add the movie to event widget as reminder and share them in other social media platforms Women could rate the movie and view other people’s ratings Allowing women to plan movies
  16. 16. Listening to women Women were encouraged to review the various Vivel products – Feedback mechanism for brand
  17. 17. Participating with women Users could comment on articles and build further conversations Users could create their profiles and gain points by participating in various forms!!
  18. 18. ‘ Meet the Celebs’ – Women participated in this contest to win a dinner with Vivel brand ambassadors
  19. 19. How did we lead people to
  20. 20. We Announced <ul><ul><li>Created social media releases on: </li></ul></ul><ul><ul><ul><li>Launch of VivelWOW </li></ul></ul></ul><ul><ul><ul><li>Get Close to Hrithik </li></ul></ul></ul><ul><ul><ul><li>Kareena Kapoor writes beauty tips </li></ul></ul></ul><ul><ul><ul><li>Amrita Rao supports VivelWOW </li></ul></ul></ul><ul><ul><li>Identified relevant news sites & directories </li></ul></ul><ul><ul><li>Got SMRs published in 20 news sites </li></ul></ul>
  21. 21. Published on Online New Sites
  22. 22. Published on Online New Sites
  23. 23. We Engaged <ul><li>Reached out to relevant beauty and fashion industry influencers </li></ul><ul><li>Got them to write about VivelWOW & also Kareena’s beauty tips on their blogs and communities </li></ul><ul><li>Helped in generating a lot of credibility for the campaign </li></ul>
  24. 24. We Engaged
  25. 25. We Conversed <ul><ul><li>Initiated and participated in conversations in relevant Communities like: </li></ul></ul><ul><ul><ul><li>Simply Beautiful Skin (Orkut) </li></ul></ul></ul><ul><ul><ul><li>Fashion Addicted (Orkut) </li></ul></ul></ul><ul><ul><ul><li>Kareena Kapoor Fans(Facebook) </li></ul></ul></ul><ul><ul><ul><li>India College girls for you (Facebook) </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Interacted in over 30 communities; added value and subtly interwove brand mention </li></ul></ul>
  26. 28. <ul><ul><li>Responded to skin care queries on platforms like: </li></ul></ul><ul><ul><ul><li>Yahoo Answers </li></ul></ul></ul><ul><ul><ul><li>Ibibo Sawaal </li></ul></ul></ul><ul><ul><ul><li>Rediff Q&A </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Answered over 86 queries </li></ul></ul><ul><ul><li>Subtly interwove the brand </li></ul></ul><ul><ul><li>Made people aware about VivelWOW through sharing of </li></ul></ul><ul><ul><li>beauty tips </li></ul></ul>We Replied
  27. 31. We Tweeted…and got retweeted in the process
  28. 32. What did all of this lead to?
  29. 33. Visitors to VivelWOW In a mere 2 months, 12,000+ page views! 5.3 minutes average time spent on site 62% unique visitors
  30. 34. WOWs achieved for VivelWOW* Total Reach : 6,72,805 Reached out to over 6,50,000 online enthusiasts in a span of 2 months!
  31. 35. Thank You (
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