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Leveraging White Beauty’s Perfect Match campaign            April – June 2012                A Social Media              M...
The Brief    The Goal - To leverage the concept of the Perfect    Match via an application on Facebook    Key message driv...
• Upgrade mass fairness      Business        cream users to the new      Objective       POND’S White Beauty              ...
The Thought             Facebook                  Building up            Application                   hype       Trending...
Building up hype                       Enormous                       response                         to the             ...
Building up hypeD
Stage I    An application that    aggregates your    information on Facebook    for you to find your perfect    match     ...
Stage II               The application scans your               social DNA, (your               likes, dislikes, status on...
Stage III    Winners shortlisted on    basis of their Perfect    Match score with    Rannvijay & their contest    entryD
Amplifying the Idea of a “Dinner Date” with popular actor                        Rannvijay Singha                         ...
Perfect Match updates    Per post    Average likes – 400D   Average Comments – 50    Average Shares - 40
Perfect Match updatesD   Average engagement rate of 3%    per post
User generated content               Total fans               increased               organically –               11,482
Trending #perfectmatch    Attempt to trend    #perfectmatch along    with a Twitter chat    session with Rannvijay    on 2...
Building up to the chat & engaging fans with #perfectmatchD
Avg. no. of mentions per    minute during the chat - 5    Total no. of questions    asked by the number of    followers - ...
#perfectmatch TweetsD
Excerpts of chat with Rannvijay    In a span of 1 hour chatting withD    Rannvijay we received a total    no. of 557 respo...
Continuing the conversation the next dayD
#perfectmatch trended No.1 across 5 cities within a span                        of 15 minutesD
Within the next 30 minutes, #perfectmatch was trending                 nationally and internationally                     ...
In 30 hours                        In 2 hours    Within 15 minutesD
Impact                            # 1 trending topic India –                            non-Promoted, unpaid media    • # ...
Windchimes Communications Pvt. Ltd.contact@windchimes.co.in+91 - 22 - 2651 8610
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Social Media Case Study on Pond's Perfect Match

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Social Media Case Study on Pond's Perfect Match

  1. 1. Leveraging White Beauty’s Perfect Match campaign April – June 2012 A Social Media Marketing Case Study
  2. 2. The Brief The Goal - To leverage the concept of the Perfect Match via an application on Facebook Key message driver - To establish Pond’s White Beauty as the perfect match for your skinD
  3. 3. • Upgrade mass fairness Business cream users to the new Objective POND’S White Beauty • Create a buzz for Pond’s White Beauty & the Communication Perfect match application Objectives • Drive key product messageD
  4. 4. The Thought Facebook Building up Application hype Trending Enhance the #perfectmatch campaign with on Twitter a popular face Live chat with RannvijayD on Twitter
  5. 5. Building up hype Enormous response to the generic updates building up to perfect matchD
  6. 6. Building up hypeD
  7. 7. Stage I An application that aggregates your information on Facebook for you to find your perfect match Click to find your perfect matchD
  8. 8. Stage II The application scans your social DNA, (your likes, dislikes, status on wallsD etc.) and finds a Perfect Match from your friends list
  9. 9. Stage III Winners shortlisted on basis of their Perfect Match score with Rannvijay & their contest entryD
  10. 10. Amplifying the Idea of a “Dinner Date” with popular actor Rannvijay Singha Why Rannvijay? Popular face on television Face of popular youth show MTV Roadies Big hit with the girls The Perfect Match for ourD target audience!
  11. 11. Perfect Match updates Per post Average likes – 400D Average Comments – 50 Average Shares - 40
  12. 12. Perfect Match updatesD Average engagement rate of 3% per post
  13. 13. User generated content Total fans increased organically – 11,482
  14. 14. Trending #perfectmatch Attempt to trend #perfectmatch along with a Twitter chat session with Rannvijay on 23rd May ‘12D
  15. 15. Building up to the chat & engaging fans with #perfectmatchD
  16. 16. Avg. no. of mentions per minute during the chat - 5 Total no. of questions asked by the number of followers - 557 Total no. of re-tweets - 61D
  17. 17. #perfectmatch TweetsD
  18. 18. Excerpts of chat with Rannvijay In a span of 1 hour chatting withD Rannvijay we received a total no. of 557 responses
  19. 19. Continuing the conversation the next dayD
  20. 20. #perfectmatch trended No.1 across 5 cities within a span of 15 minutesD
  21. 21. Within the next 30 minutes, #perfectmatch was trending nationally and internationally Challenged and overtook big names in terms of trend popularity #perfectmatch was alsoD trending in the UAE
  22. 22. In 30 hours In 2 hours Within 15 minutesD
  23. 23. Impact # 1 trending topic India – non-Promoted, unpaid media • # 1 hashtag on twitter in all 6 cities covered by Twitter, Mumbai, Delhi, Bangalore, Chennai, Bangalore & Hyderabad • Average lifespan of #perfectmatch = 1860 minutes ~ 31 hoursD
  24. 24. Windchimes Communications Pvt. Ltd.contact@windchimes.co.in+91 - 22 - 2651 8610

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