Lakmé salon at Lakmé Fashion Week 2012 - Case Study

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Lakmé salon at Lakmé Fashion Week 2012 - Case Study

  1. 1. Leveraging Lakmé Salon at Lakmé Fashion Week 2012 A Social Media Marketing Case Study by Windchimes Communications
  2. 2. The Brief Leverage Lakmé Salon’s collaboration with Lakmé Fashion Week on the digital space
  3. 3. Background Lakmé Fashion Week on-ground properties: – Talent Box Preview shows for new designer labels – A Lakmé Studio providing hair, makeup and nail services – Team Lakmé Studio- National Experts and Stylists from across the country Lakmé Salon currently has social media presence on and The goal of the project was to leverage these on-ground properties on the social media platforms
  4. 4. Objectives Create online buzz before Lakmé Fashion Week Strengthen position of Lakmé Salon as Skin and Hair expert
  5. 5. Objectives Create online buzz before Lakmé Fashion Week Strengthen position of Lakmé Salon as Skin and Hair expert
  6. 6. What we did to create a buzz Contests Talent box 2011 Memories Conversations
  7. 7. Talent Box Memories Created an online property on Facebook for Talent Box at Lakmé Fashion Week The interactive Tab performed the following functions: Wall Contests Photo Gallery Video Gallery Tab reach: 4894 in 7 days
  8. 8. Contests to win invites Photo-Slogan Contest on –Upload a stylish pic of you and your friend and complete the Slogan “Lakmé Salon makes me fast and fabulous because...” – 30 total entries received in 3 days – 14 winners were invited to the event 2 Slogan Contests on –Complete the slogan: “Lakmé Salon makes me fast and fabulous because...” OR “Lakmé Salon inspires me to…” – 10 total entries received in 2 days – 6 winners were invited to the event Reach: 14,035 over 3 days Reach: 4,000 In 2 days
  9. 9. Conversations Engage audience by giving expert advice about grooming for Fashion events Introduce Talent Box to the audience Drive the audience to the Talent Box Tab 435 active interactions over 4 days
  10. 10. Objectives Create online buzz before Lakmé Fashion Week Strengthen position of Lakmé Salon as Skin and Hair expert
  11. 11. Approach Bring Lakmé Studio Setup alive at Lakmé Fashion Week Take Lakmé Fashion Week Experience across the country
  12. 12. What we did to bring Lakmé Studio and Lakmé Fashion Week alive Daily Contests Highlight Experts and Stylists Live Updates from Talent Box 2012 Generate Testimonials Social Media Corner Engage with Influencers Engage with Designers
  13. 13. Daily Engagement and Interactions All efforts were directed to make every fan sitting in each corner of India feel a part of ‘Lakmé Fashion Week’ Conducted daily contests related to beauty to engage audience – 3 contests were conducted around styles and trends being unveiled at Lakmé Fashion Week during the 5 day event – 154 total entries were received and 3 winners were chosen for each contest. Gratification: Lakmé Salon vouchers Guess the eye shadow shade Guess the nail paint shade Makeup related word puzzle Contest Reach: 9,694 over 5 days
  14. 14. Highlight Team Lakmé Studio Team Lakmé Studio included: –National Hair and Makeup Experts –A team of Hair and Makeup Stylists from over 170 salons across the country Lakmé Studio Talent was showcased via photographs and conversations National Hair and Makeup Experts at Work
  15. 15. Highlight Team Lakmé Studio Experts Speak: –Tips, Tricks and Trends by experts Team Lakmé Studio showcased through services, products and Makeovers Feedback from a customer Julie about haircut Conversations about Products Makeover Albums Reach: 14,545
  16. 16. Talent Box 2012 Lakmé Studio Talent was showcased in the form of Hair and Makeup techniques implemented for the Talent Box shows via photographs and conversations Backstage Buzz highlighting hair & makeup techniques Show photos highlighting looks created Photo Albums Reach: 1,44,095
  17. 17. Talent Box 2012 Lakmé Studio Talent was showcased in the form of Hair and Makeup looks created for the Talent Box shows via photographs and conversations Makeup Look for one of the shows Hairdo created for one of the shows
  18. 18. Interactive Engagement A fan posted a Photo asking for Lakmé Expert opinion on her hairdo after Lakmé Salon created a braided hairdo for a show Audience appreciating National Hair Expert’s hairdo creation A fan posted a Photo asking for Lakmé Expert opinion on her hairdo
  19. 19. A Social Media Corner was set up at the Lakmé Studio – More than 100 customers joined community and gave instant feedback on the wall or via status updates among 200 customers who availed of services Lakmé Studio @ Lakmé Fashion Week Audience appreciating makeover Status Update appreciating Lakmé Studio
  20. 20. Influencer Engagement Strategy Indian Vanity Case chosen as the official blogger for Lakmé Salon – wrote 2 blogposts per day Bloggers Meet – Bloggers interacted with Experts – Innovative Services were launched – Use #BloggersMeet Promoted the use #LakméStudio in all communication – #LakméStudio was also used by influencers at the event
  21. 21. Influencer Response 10 Bloggers attended the Bloggers Meet @Lakmé Studio Influencers retweeted Lakmé Salon content
  22. 22. Influencer Response Influencers created content about Lakmé Salon Influencers generated on the spot feedback for services
  23. 23. Designers gave instant feedback via and Designers retweeted Lakmé Salon content Designers promoted their shows using Lakmé Salon content Engagement with Designers
  24. 24. Resulting Brand Perception Beauty Expert Good Awesome Wow Nice GorgeousSuperb Lovely Pretty Amazing
  25. 25. Results No. of Retweets: 60 No. of Mentions: 104 Instant Testimonials for services: 50+ New Services introduced to 100+ customers during LFW Growth of 3152 to Fanbase Growth of 72 Followers 1,35,005 audience reached throughout campaign Over 30 blogs posts 737 approx daily stories created 50+ queries answered by experts
  26. 26. Thank You
  27. 27. CASESTUDIES

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