This document summarizes amante's social media strategy and performance in 2015 and plans for 2016. In 2015, amante saw significant growth across platforms but engagement dipped after contests. The key takeaways were that the target group responds to experiences, likes variety beyond just products, and enjoys offline activations. For 2016, the plan is to focus on lifestyle content showcasing experiences to build engagement to 4% and increase followers through storytelling and user-generated content, especially videos. Platform-specific content types and target KPIs are outlined.

1. amante
Social content strategy

2. WHAT HAPPENED IN 2015
Celebrity Contests
Products Events
Content in
2015…
Launches:
• BFF Collection
• Sunburst collection
• Enigma collection
• Moonstruck collection
• D-fine range+2 others
Event-related:
• #LakmeFashionWeek, #amanteLFW, #PinkCouch,
#LetsTalkLingerie
• #affairwithamante
Offline activation:
• #FitforConfidence
Online contests/campaigns:
• #UnhookTheTreasure
• #BecauseMomSaidSo
• #GetSensuous
• #ImACalendarGirl
• #CelebrateWithamante
• #ditchthecliché (V-day)
• #StyleItWithAmante
• #BeSummerReady

3. Content Performance across Social Platforms
Platform Performance of
product-led posts
Performance of contests Performance of
events/tie-ups posts
Facebook Product related posts such
as match the right lingerie,
mood board, educative
post like lingerie types,
sale posts are performing
really well in terms of
engagement.
#UnhookTheTreasure and
#amanteSale – these
contests performed well.
Social media events such as
#LakmeFashionWeek, #amant
eLFW, #amanrePinkCouch,
#LetsTalkLingerie, #affairwitha
mante performed well.
Twitter Mood boards, lingerie
types, fitness posts are
performing well as
compared to other posts.
All the contest are quite
successful in terms of
engagement and gaining
followers
All the events have very well
compared to other platforms
Instagram Fitness, lingerie types are
having more likes
compared to other posts
This platform is slowly
picking up and there is a
steady increase in the
number of active followers
Image-based content, rather
than just brand-led content,
really works really well when
combined with influencer
activity.

4. HOW DID WE FARE IN 2015?
Facebook Twitter Instagram
What the pundits
say?
The average page
has an organic reach
of 6%
1%-2% is an healthy
engagement rate for
brands
3%-5% is a good
average engagement
rate to pursue
How we fared? 52% 2.93% NA

5. HOW DID WE FARE IN 2015?
Facebook fans 19.98%
Twitter followers 165.07%
Instagram followers 497.83%
Av. Growth Rate in 2015

6. THE TAKEAWAYS...
TG responds well to
experiences & lives of people.
Lack of variety slowed us
down. (Intensive celebrity
coverage + product-only posts
was the staple for the larger
part of the calendar year.)
The TG likes to be
involved in
activations offsite.
The TG consumes
lifestyle-related
content.

7. 2016: COURSE CORRECTIONS
Due to changes in the algorithm,
possibility is less now to
organically reach our TG at peak
times.
Engagement is high during
contests, however post contest
there ‘s a dip in the engagement
rate.
This is a medium primarily
driven by user participation, but
this is not the case here.
The focus on YouTube should be
renewed because they drive
traffic and produce excellent
search results.
Recent reports suggest a surge
in India’s Pinterest users. Need
to capitalize on this platform
because of rich repository of
content that we own.
Need to experiment posting at
hours (8 am) before our TG
comes online.
Twitter has recently started with
the autoplay of videos and GIFs,
so we can explore this with
engaging Vine videos.
• Need to increase the level of
UGC engagement.
• Give the followers more to
chew on than product
content.
Videos on YouTube will be part
of a wider campaign. With over
60 million unique users in India,
India is among the top five
content countries for YouTube
globally.

8. THE GOAL & THE CHANNELS
To achieve 4% average engagement rate across all primary channels by showcasing the brand
experience with earned and owned content.
Primary channels Secondary channels

9. OUR TWO-FOLD APPROACH
Showcasing
experiences
Story-telling
approach
Brand
engagement
Showcasing
experiences
with user-driven
content that
helps build
dialog
Creating content
assets with
video-based
story-telling
approach

10. 2016: THE WAY FORWARD
Showcase
stories
about
people’s
experiences
& lives
Build
curiosity
Deliver
information
that helps
associate with
the TG
Connect
Show the
human side
of the brand
Engage
TAKEAWAY#1:
TG responds well to
experiences & lives
of people.
TAKEAWAY#2:
The TG consumes
lifestyle-related
content.
TAKEAWAY#3:
The TG likes to be
involved in
activations offsite.

11. OUR GIRLS: WHAT THEY LIKE
These, in effect, are the lifestyle needs/statements of the TG.

12. SATIATING THEIR NEEDS
External style
motivation
Fashion &
shopping
engagement
What the TG wants…
Stories /
experiences
Tips &
ideas
Quotes & humour
Fashion, Party, Events, Pg. 3 celebrities
Fashion, Party, Events, Accessories
Friends, Pg. 3 celebrities
Fashion, Food, Work, Music, Sports ,
Film, Accessories
Pg. 3 celebrities, Food, Work, Music,
Sports , Film, Accessories

13. Celebrity Style/Lifestyle
Products/Brand Events
TG needs
CONTENT PILLARS FOR 2016
Suggest replacing the surplus of
contest posts with style & lifestyle
related content
B.U.I.L.D. C.U.R.I.O.U.S.I.T.Y
B.U.I.L.D. C.U.R.I.O.U.S.I.T.Y
+
C.O.N.N.E.C.T
B.U.I.L.D. C.U.R.I.O.U.S.I.T.Y
+
C.O.N.N.E.C.T
+
E.N.G.A.G.E

14. Celebrity Style/Lifestyle
Products/Brand Events
TG needs
CONTENT PILLARS FOR 2016
External style
motivation
External style
motivation
Fashion &
shopping
engagement
Stories /
experiences
Tips &
ideas
Fashion &
shopping
engagement
Quotes & humour
• BEHIND THE
SCENES
• CURATED CONTENT
• GUEST BLOGGERS
CONTENT TYPE • POSTS
• BEHIND THE
SCENES
CONTENT TYPE
• BRAND STORY
• PRODUCT POSTS
• LAUNCHES
CONTENT TYPE
• LAUNCHES
• CONTESTS
• BEHIND THE SCENES
CONTENT TYPE

15. THE RENEWED FOCUS ON VIDEOS: A SNEAK PEEK
Data shows that video consumption
by our TG is on par with that of
regular photo posts. This type of
content need to be spearheaded by
influencer activity with some
brand-owned assets.
• Behind-the-Scenes—Launches, products, stores, visual merchandising, etc
• Stories/Experiences—Curated content (Bloggers on Instagram, Twitter influencers)
• Tips & ideas
• Events
• Photo stitch videos
• Styling instructions
• Reality bytes

16. CURATE CONTENT THAT OUR TG LOVES
What blogs do our prospect reads? If we can list them, we can share posts
about these blogs.
INSIGHT
Fashionistas and style icons have
their captive audiences. And these
are the places where our prospects
frequent.
IDEA
Posting nuggets of information from
these icon’ blogs, linking them back
to their blogs, and reaching out to
our TG and prospects shall help in
keeping the engagement factor up.
#ShapeHelpers

17. CREATE ASSETS WITH HELP FROM “OUTSIDE”
Giving a platform for upcoming stylists, designers & trendsetters will help in
building a community around our brand.
INSIGHT
No one likes a preachy, self-
righteous, judgmental view on style.
People are always open to any style
related tips.
IDEA
Once a month interaction—it can
be a week-long sharing of
comments & tips with humor,
lasting not more than an hour a day.
#amanteStories

18. GET BEHIND-THE-SCENES
Post interesting behind-the-scenes photos & videos in the run-up to any launch—
be it a store, product, or event.
INSIGHT
Showing your audience what’s going
on behind the scenes is incredibly
useful. It’s more interesting and
often more educating than regular
content, which is why transparency
is powerful.
IDEA
Let’s not focus on the product or
brand, but on the lifestyle
statements of the TG.
#amantePeekABoo

19. SHADES OF amante
Post photos or videos that have nothing to do with the products or
business: Instead, they convey the feeling behind the brand.
Starbucks shares photos
on Instagram to associate
their brand with sunshine,
warmth, and good friends
(not just coffee).
#ShadesOfamante

20. amante can do such videos after every shoot of its different
collections. In fact, we can have these videos for party wear lingerie,
bridal lingerie, etc. These videos involve only editing and processing
and no shoot as the already existing photoshoot pictures can be
used.
PHOTO-STITCH VIDEOS
Similar to a photo collage, but in the form of a video, these involve model
photos in different apparels streaming back to back.
All About You by Deepika Padukone’s video on Party Edit
(https://www.facebook.com/AllAboutYoufromDeepikaPadukone/videos/192635914419219/?theater)
#amanteStream

21. STYLING INSTRUCTIONS
Educational videos do well for brands in the apparel space. We can explore the same
with lingerie & styling. Videos on fit, tips, hacks, fitness can be done.
Myntra’s video on how to style yourself, VERO MODA’s video on party wear:
https://www.facebook.com/myntra/videos/10152922535588221/?theater
https://www.facebook.com/VeroModaIndia/videos/938793316158259/?theater
https://www.facebook.com/VeroModaIndia/videos/907399949297596/?theater
#amanteStyle

22. REALITY BYTES
In these social experiment videos, we can make a bunch of people experience a certain
product of ours and shoot their reactions.
https://www.facebook.com/DoveIndia/videos/805704189524058/?theater
https://www.facebook.com/DoveIndia/videos/798835393544271/?theater
#StyleBytes

23. PLATFORMS & THEIR CONTENTS
• Brand posts
• #amanteStories
• #ShadesOfamante
• #StyleBytes
• #amanteStream
• Product posts
• Brand posts
• #amantePeekABoo
• #ShapeHelpers
• #ShadesOfamante
• #amanteStyle
• #StyleBytes
• Quotes
• Celebrity
• Events
• #amantePeekABoo
• #ShapeHelpers
• #ShadesOfamante
• #StyleBytes
• Product posts
• Brand posts

24. TARGETTED KPIs
Criteria Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Est Rate for 2016
Facebook fans 149534 150655 151823 152430 152963 154608 156154 157715 162447 165696 169010 174080 16%
Total fan engagements 7851 5273 6073 3430 1912 6571 1952 3943 4873 7042 2113 4352
FB engagement rate 5.25% 3.50% 4.00% 2.25% 1.25% 4.25% 1.25% 2.50% 3.00% 4.25% 1.25% 2.50%
Twitter followers 1458 1469 1481 1486 1492 1508 1513 1524 1535 1551 1557 1567 7%
Twitter engagement rate 4% 3% 2% 2% 2% 3% 2% 3% 2% 3% 2% 4%
Instagram followers 1471 1618 1813 1994 2233 2568 2953 3130 3318 3517 3728 4101 179%
2016