The case study brings to highlight the effective use of social media for Lakme premier event Lakme Fashion Week. Using various social media platforms, the brand created an astonishing high level of buzz and participation. The campaign has helped the brand build its core mktg values

1. Leveraging Lakmé Salon at Lakmé Fashion Week 2012
A Social Media Marketing Case Study
by Windchimes Communications

2. The Brief
Leverage Lakmé Salon’s collaboration
with Lakmé Fashion Week on the digital space

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. Objectives
Create online buzz before Lakmé Fashion Week
Strengthen position of Lakmé Salon as Skin and Hair
expert

5. Objectives
Create online buzz before Lakmé Fashion Week
Strengthen position of Lakmé Salon as Skin and Hair
expert

6. Contests Talent box 2011
Memories
What we did to create a buzz
Conversations

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. Contests to win invites
Photo-Slogan Contest on 2 Slogan Contests on
– Upload a stylish pic of you and – Complete the slogan:
your friend and complete the “Lakmé Salon makes me fast and
Slogan “Lakmé Salon makes me fabulous because...”
fast and fabulous because...”
OR
– 30 total entries received in 3 days
– 14 winners were invited to the event
“Lakmé Salon inspires me to…”
– 10 total entries received in 2 days
– 6 winners were invited to the event
Reach: 14,035 Reach: 4,000
over 3 days In 2 days

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. Objectives
Create online buzz before Lakmé Fashion Week
Strengthen position of Lakmé Salon as Skin and Hair
expert

11. Approach

12. Highlight Experts and
Daily Contests
Stylists
Social Media Corner
What we did to bring Lakmé Studio and Lakmé Fashion Week alive
Engage with Engage with
Influencers Designers
Generate Live Updates from
Testimonials Talent Box 2012

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 Makeup
related word
Guess the eye puzzle
shadow shade
Contest Reach:
9,694 over 5 days
Guess the nail
paint shade

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. Highlight Team Lakmé Studio
Experts Speak:
– Tips, Tricks and Trends by experts
Team Lakmé Studio showcased
through services, products and
Makeovers
Conversations
about Products
Makeover
Albums Reach:
14,545
Feedback from a
customer Julie
about haircut

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 Show photos highlighting
hair & makeup techniques looks created
Photo Albums Reach: 1,44,095

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 Hairdo created for one of
shows the shows

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
A fan posted a Photo
asking for Lakmé Expert
opinion on her hairdo
Audience appreciating
National Hair Expert’s
hairdo creation

19. Lakmé Studio @ Lakmé Fashion Week
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
Status Update
appreciating
Lakmé Studio
Audience
appreciating
makeover

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. Influencer Response
10 Bloggers attended the Bloggers Meet @Lakmé Studio
Influencers retweeted Lakmé Salon content

22. Influencer Response
Influencers created content about Lakmé Salon
Influencers generated on the spot feedback for services

23. Engagement with Designers
Designers gave instant feedback
via and
Designers retweeted Lakmé Salon content
Designers promoted their shows using Lakmé Salon content

24. Resulting Brand Perception

25. Growth of 3152 to Fanbase Growth of 72 Followers
737 approx daily No. of Retweets: 60
stories created No. of Mentions: 104
Results
New Services introduced to 100+ 1,35,005 audience reached
customers during LFW throughout campaign
Instant Testimonials for
Over 30 blogs posts
services: 50+
50+ queries answered by
experts

26. Thank You