A case study on how social media was used for a beauty & lifestyle brand like Kaya Skin Clinic to increase awareness for skin services, establish the brand as an expert in skincare & meet business objectives. Case study by Windchimes Communication - www.windchimes.co.in

1. Kaya Skin Clinic
a social media marketing review

2. Background
Kaya skin clinics are currently spread across major cities of
India and Middle East
Kaya offers specialized and customized skin solutions
(products & Services) to its consumers
Pioneers in their field with scientific approach towards skin
treatments

3. The Campaign
Kaya launched the ‘Bridal Campaign’ –
offering specialized skincare services
customized to the needs of to-be brides
and grooms

4. Objective
Create awareness for the Kaya bridal packages
Educate consumers about the possibility of glowing skin
Position Kaya’s services as scientific solutions; a step
ahead of home remedies
Ensuring Kaya enters the consideration set of a bride-to-
be

5. The Idea
Get the Glow!

6. Who were we talking to?
Bride
Target Audience
Relatives –
Mother, Sister, Groom
etc

7. More about our audience
Primary Audience:
– SEC A1/A2
– Young women
– Age group of over 22 years
Secondary Audience
– SEC A1/A2
– Young men
– Age group of over 25 years
Psychographics:
– Well educated; appreciates scientific processes
– Seeks options; but makes informed choices
– Individualistic; Values customized offerings
– Information seeking; Actively looks out for solutions

8. What did we do?
Announced:
- Used various online platforms to announce the availability of the bridal
packages
- Crafted social media releases to announce the services
Engaged:
- Participated in conversations to educate consumers about the bridal
packages
- Initiated dialogue with beauty and lifestyle community owners to create
awareness about Kaya services
- Introduced bloggers to the Bridal Package and got their readers to participate
in the contest
Generated excitement:
- Created an educational video and uploaded on various video sites
- Crafted a contest to actively involve online audiences

9. Where did we do it?

10. Our Plan

11. How did we do it?
Step I : Devised Social Media Strategy
- Evaluated the online potential for Kaya’s services
- Listed platforms relevant to Kaya’s services
- Planned and determined suitable approach to maximize Kaya’s online
visibility
Step II : Identified and Analyzed talk points and influencers
- Researched predominant issues surrounding skin care
- Gathered data regarding essential topics raised in various platforms
- Found relevant online communities and blogs
Step III : Created content
- Created platform relevant matter based on skin care and related topics
- Designed a Kaya webpage to succinctly inform consumers
- Crafted a contest to initiate online interaction
- Designed an informational video to detail the bridal package

12. How did we do it?
Step IV : Seeded information
- Introduced Kaya’s Bridal packages in conversations in various social
media
- Uploaded Kaya’s video
- Responded to queries regarding skin care while integrating the brand
- Offered Kaya’s services as solutions to skin issues
- Proposed a series of how-tos for new brides and brides-to-be by
using exciting hooks like ‘Winter skincare for brides’, ‘Bridal Skincare for
working women’, ‘Bridal care for problem skin’
- Drafted a social media optimised release to be shared at key online
directories
- Generated traffic to the Kaya site by seeding Kaya link in Q&As, SNS,
forums and Online Directory Listings

13. Online Directory Listings
Why Online Directory Listings?
- Online Directories enjoy a high subscriber base
- Traditional media also accesses information from these directories
What we did?
- Created social media release to highlight the launch of bridal package
- Identified relevant directories
- Reached out to over 25 directories

14. Online Directory Listings

15. Online Directory Listings

16. Online Directory Listings

17. Social Networking Sites
Why Social Networking Sites?
- Presence of high number of Indian users
- High tendency to seek and accept peer advice
What we did?
- Identified relevant communities
- Initiated and participated in conversations
- Offered Kaya services as a solution to skin care
issues
- Projected Kaya as a scientifically backed skin
specialist
- Interacted in over 35 communities
- Contacted community owners to promote Kaya’s bridal package

18. Social Networking Sites

19. Social Networking Sites

20. Social Networking Sites

21. Social Networking Sites

22. Social Networking Sites

23. Collaborative Research
Why Collaborative Research?
- High number of Indians seeking answers
- Widely accepted for its informal interaction
What we did?
- Identified relevant sites and categories
- Responded to skin care queries
- Promoted Kaya services as scientifically backed
- Answered over 170 queries
- Educated people about Kaya’s services and packages

24. Collaborative Research

25. Collaborative Research

26. Using Videos
Why Video?
- Interesting visuals leads to high viewer involvement
- Demystifies the Bridal package for potential customers
- Lends credibility to the treatment by showing all steps of the treatment
What we did?
- Created a 3-minute video
- Video included a specialist to walk the viewer
through various steps
- The look and feel was educational versus advertorial,
leading to higher creditability
- Uploaded the video on over 10 sites

27. Using Videos
Around 6500
view as of
s
July 2009!

28. Using Videos
Currently, the
Kaya Bridal video
is the 1 st video
under ‘ bridal
skincare’ on
Youtube.com .
*As of July 2009

29. Reached out to influencers
Through blogs…
- Mostly written by neutral writers
- Read widely for fresh perspective and unbiased views
- Geared towards disseminating personal opinions
- Blog viewership can go upto lakhs of focussed views
What we did?
- Found influential bloggers relevant to Indian skin care
- Conversed with bloggers and introduced Kaya packages
- Offered the Express Kaya Bridal Package for review
- Requested bloggers to share Kaya contest with India readers

30. Outcome of Influencer Engagement

31. Outcome of Influencer Engagement

32. Results of Kaya SMM campaign in four months!
Platform Reached Out Out Reached
PR sites 24
Social Networking Sites 36 68673
Forums 65 32697
Collaborative Research-Q&A 173
Videos 10 3111
Video Promotion 13
Contest 11 35
332 1,04,481

33. More importantly…
Kaya appears on
the 2nd* spot on a
Google search for
‘bridal packages’!
*As of July 2009

34. Thank You
(http://www.windchimes.co.in)