Brand - Elle18 This presentation was my Final Project for IIDE - where we created a whole lifecycle for a brand starting from the campaign, content calendar, SEO, SMM website, influencer marketing, landing page, media planning, mobile marketing, SEM, their social media posts, paid marketing, organic plan, ORM, design, email marketing, etc.

1. presented by:
AYUSHI VAGHELA
ANVITA THAKUR

2. AYUSHI A VAGHELA
- Digital Marketer & BMS Graduated.
ANVITA THAKUR
- Digital Marketer & Engineer Graduated.

3. TABLE OF CONTENTS
03
ABOUT THE BRAND
01 02 COMPETITIVE ANALYSIS BRAND CAMPAIGN
04 CONTENT BUCKET
05 MEDIA PLANNING

4. Packaged in cool bottle shapes, the Elle 18
color bombs are little goblets specially
designed to deliver a pop of rich intense
colors. With the goodness of Cocoa butter,
Jojoba Oil, Rose Water and Almonds, the
Elle 18 range of cosmetics offers
consumers an array of bright colors to
compliment any outfit.
ABOUT BRAND

5. 360° Brand overview
WEBSITE TV Commercials YOUTUBE SEARCH
CELEBRITY ENDORSEMENT
3RD PARTY WEBSITE
social media

6. PREVIOUS CAMPAIGN
● Elle 18's new digital campaign
'#MakeYourOwnShadeContest'
lets girls create their own
shades.
● The digital campaign is being
promoted through a short
video on YouTube featuring
brand ambassador Anushka
Sharma flaunting her very own
‘Anushka Pink’ lip colour.

7. BRAND MOOD BOARD
COLOUR SCHEME
PINK
TYPOGRAPHY
AaBbCcDdEeFfGgHhIi
JjKkLlMmNnOoPpQqRrSs
Type of font: Roboto
Roboto Draft - 400
Style : Normal
Fonts:
Elle 18
Ref: Whatfont,
ColorPick Eyedropper

8. website audit
AGE
Load Time: 5.78 sec
Performance Grade : D 69
Domain Authority : 21
Page Authority Score : 34
The webpage is Mobile Friendly.
Ref: Smallseo tools, Pingdom tools

9. domain organic traffic
Ref: Ubersuggest

10. ELLE 18 FANS
Ref: SocialBakers

11. backlinks
Most of the backlinks are Text links and almost 99% of the
backlinks given are 'Follow' with 86%.
Ref: SEMRush

12. INSTAGRAM POSTS

13. FACEBOOK POSTS

14. TWITTER POSTS

15. COMPETITIVE ANALYSIS

16. Likes: 1.7M
Followers: 1.6M
Engagement Rate: 0
Likes: 3.3M
Followers: 3.3M
Engagement Rate:
0.014%
Likes: 311K
Followers: 315K
Engagement Rate:
0.047
Likes: 3.1M
Followers: 3.1M
Engagement Rate: 0.023
Followers: 59.1k
Engagement Rate: 0
Followers: 1M
Engagement Rate:
1.05%
Followers: 386K
Engagement
Rate:0.50%
Followers: 1.5M
Engagement Rate: 0.53%
Followers: 10.9k Followers: 33.1k Followers: 9.5k Followers: 78.5k
Subscribers: 8.84k Subscribers: 9.89 lakh Subscribers: 6.83k Subscribers: 3.97lakh

17. BACKLINKS
Ref: SEMRush

18. pain points
● No social media presence since last 1
year.
● Recreating/ Updating their website.
● Not much option of nail polish.
● The brand is not active.

19. buyer persona

20. OVERVIEW OF CUSTOMER AUDIENCES
age
GENDER
AGE
interest
18- 21
21-24 1st
2nd
3rd
24-28
Female

21. PRIMARY AUDIENCE
Name : Pheobe Buffe
Age : 20 years old
Gender : Female
Work profile : Student
Income : None
Life style : She is a creative person & loves art. She likes to wear
makeup & often buys whenever required, she does DIY nail
manicure. Loves to shop online. Hangout with friends & watch
movies. Follows a lot of influencers on social media.
Active on social media : Active on Instagram,Snapchat, Zomato
Gold, OTT platforms, Tik Tok, Netflix

22. PRIMARY AUDIENCE
Name : Rachel Green
Age : 24 years old
Gender : Female
Work profile : Pursuing her Masters in
Psychology and doing a paid internship simultaneously.
Income : 10k per month
Life style : Loves to go for Adventures, Clubbing, Music concerts with
friends ,always updated on the latest trends in fashion and beauty through
social media. Always looking for affordable yet trendy stuff, also Loves to
travel.
Active on social media: Active on Facebook, Instagram & LinkedIn,
Youtube, Twitter, Reads Blogs, OTT platforms.

23. SECONDARY AUDIENCE
Name : Monica Geller
Age : 28 years old
Gender : Female
Work profile : Works as a research analyst at a
leading consulting firm.
Income : 10-12 lakh per annum.
Life style : Owing to her job she has a very busy and packed schedule with meetings
and targets to be achieved. Yet she makes sure to have the weekends for catching up
with friends over dinner or clubbing once in a while. Loves to read, cook and travel
independently. Depends on fashion/beauty apps and websites for her shopping
spree.
Active on social media: Active on Facebook, Instagram & LinkedIn, Youtube, Twitter,
Reads Blogs, OTT platforms, Inshorts.

24. #CULTURELLE18

25. CULTU
RELLE1
8

26. CAMPAIGN
Our campaign majorly focuses on
connecting people to their indian
roots.
STEP 1
We at Elle 18, will name 18 new
nail polish shades as 18 iconic
cities of our country.
STEP 2
Each colour represents the vibe of the city, it reminds
you about what’s special about that particular indian
city.
STEP 3
With this campaign which says
#CULTURElle18 we want to remind people
of the diversity in culture of our country and
hence make them want to buy it.
STEP 4

27. 02
CAMPAIGN Strategy
PHASE 1
Remarketing & Email Marketing
Ads to Existing Customer.
01
PHASE 3
Collaborating With
Influencers
03
PHASE 2
SEM Ads/ Display Ads/
Social Media Ads to
Potential Customer
04
PHASE 4
Organic, SEO &
Backlinks

28. Rachel is 21 years old, she comes from a upper
middle class family, stays in Vile Parle. She is in
2nd year BMM, Mithibai College. Shreya Loves
to go for Adventures, Clubbing, Music concerts
with friends ,always updated on the latest
trends in fashion and beauty through social
media. Always looking for affordable yet trendy
stuff, also Loves to travel.
THE CUSTOMER JOURNEY
RACHEL

31. CONTENT BUCKET
LINK -
https://docs.google.com/spreadsheets/d/1
YayLdrwIutqIzSGf6TRzecg-o_SSu_gp8VtnWs
6IlFE/edit?usp=sharing

32. SMM CREATIVES

33. CAMPAIGN CREATIVE - 1
COPY - You don’t live in this city, this city lives in you- get the
vibe the hustle and bustle of this city with our
#CULTURELLE18 shade “Bombay”.

34. CAMPAIGN CREATIVE - 2
COPY - Wherever you place a camera you get a vision, even in the
iconic yellow taxi, get your hands on our #CULTURELLE18 shade
"Calcutta" to celebrate!

35. CAMPAIGN CREATIVE - 3
COPY - A stroll through the city streets lined with houses that reflect
the colour of the clear blue skies and relieve you from the worldly
stress, get our #CULTURELLE18 shade "Jodhpur".

36. CAMPAIGN CREATIVE - 4
COPY - Always enjoy your tea like the Englishmen, get your hands on
our #CULTURELLE18 shade "Darjeeling" .

37. CAMPAIGN CREATIVE - 5
COPY - Be as extra as the Dilliwallas, get our
#CULTURELLE18 shade "Delhi" for that!

38. INSTAGRAM ORGANIC CREATIVE
COPY : Oops!! Can’t help but fall in
love with these pretty nudes!
COPY : Hey Honey! Are you in the mood
for just one or many? Go crazy with the
many sexy, bold shades of Elle 18.

39. INSTAGRAM ORGANIC CREATIVE
COPY : A girl without beautiful
nails is like a night without stars.
COPY : You could never go
wrong with red nails.

40. PINTEREST

41. INSTAGRAM STORIES

42. TWEETS

43. video content
Video copy
The video will be of 15 seconds
where the opening content would be
the picture of #CULTURELLE18
campaign followed by a quick
glimpse of all the nail polish shades
of ou collection creatives one after
the other. It will be a non skippable
ad which will convey the concept of
our collection in 15 seconds.
Instagram filter copy
An instagram filter will be where in
we’ll give our followers a virtual
experience of our nail polish shades.
Using this filter they’ll see the selected
colour on their nails when they put the
camera on their hand. There will be an
option of every shade of
#CULTURELLE18 collection. We will
also make the influencers on board
post a story with this filter.

44. BLOG TOPIC
1) 18 Minimalistic Nail art designs you must know.
2) 6 steps to get a perfect manicure at home.
3) Go extra with your nails, 5 different ways to get a fab nail art.
4) How to get those stunning french nails at home.
5) Colours of love, respect, equality and freedom

45. INFLUENCER
MARKETING

46. 1. Malvika Sitani
2. Meghna Kaur
3. Masoom Minawala
Mehta
4. Juhi Godambe
5. Kritika Khurana
6. Santoshi Shetty
7. Mehak Ghai

47. INFLUENCER MARKETING BUDGET
Ref: Hypeauditor.com

48. social media marketing
(paid ads)

50. Primary audience (AGE : 18-21)

51. Primary Audience :
18 - 21
● Facebook News feed
● Facebook
● Instagram Feed
● Instagram Explore
● Instagram Stories
AD CREATIVE

52. Primary audience (AGE : 21-24)

53. Primary Audience :
21 - 24
● Facebook News feed
● Facebook
● Instagram Feed
● Instagram Explore
● Instagram Stories
AD CREATIVE

54. secondary audience (AGE : 24-28)

55. AD CREATIVE
Secondary Audience :
24 - 28
● Facebook News feed
● Instagram Feed
● Facebook Marketplace
● Instagram Explore
● Facebook Instant article
● Instagram Stories

56. SEARCH ENGINE
MARKETING

57. SEARCH KEYWORDS
Ref: Google Keyword Planner

58. SEARCH KEYWORDS

59. SEARCH keyword BUDGET

60. NEGATIVE KEYWORDS

61. SEARCH ADS

62. DISPLAY ADS

63. landing page
LINK: https://www.landpage.co/culturelle18

65. CAMPAIGN- WELCOME EMAIL
Ref: Mailchimp

66. EMAIL

67. CAMPAIGN EMAIL

68. SEO KEYWORDS
Ref: Ubersuggest

69. SEO KEYWORDS

70. MEDIA PLAN

71. suggestion