Leveraging Lakmé Salon at Lakmé Fashion Week 2012

A Social Media Marketing Case Study by Windchimes Communications

The Brief

Leverage Lakmé Salon’s collaboration

with Lakmé Fashion Week on the digital space

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

Objectives

Create online buzz before Lakmé Fashion Week

Strengthen position of Lakmé Salon as Skin and Hair expert

Objectives

Create online buzz before Lakmé Fashion Week

Strengthen position of Lakmé Salon as Skin and Hair expert

What we did to create a buzz

Contests Talent box 2011 Memories

Conversations

Talent Box MemoriesCreated 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

Contests to win invites

Photo-Slogan Contest on–Upload a stylish pic of you and

your friend and complete the Slogan “Lakmé Salon makes me fast and fabulous because...”

– 30 total entries received in 3 days– 14 winners were invited to the event

2 Slogan Contests on–Complete the slogan:

“Lakmé Salon makes me fast and fabulous because...”

OR

“Lakmé Salon inspires me to…”

– 10 total entries received in 2 days– 6 winners were invited to the event

Reach: 14,035over 3 days

Reach: 4,000In 2 days

ConversationsEngage 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

Objectives

Create online buzz before Lakmé Fashion Week

Strengthen position of Lakmé Salon as Skin and Hair expert

Approach

What we did to bring Lakmé Studio and Lakmé Fashion Week alive

Daily Contests Highlight Experts and Stylists

Live Updates from Talent Box 2012

Generate Testimonials

Social Media Corner

Engage with Influencers

Engage with Designers

Daily Engagement and InteractionsAll 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

Guess the eye shadow shade

Guess the nail paint shade

Makeup related word

puzzle

Contest Reach: 9,694 over 5 days

Highlight Team Lakmé StudioTeam 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

Highlight Team Lakmé StudioExperts Speak:

–Tips, Tricks and Trends by experts

Team Lakmé Studio showcased through services, products and Makeovers

Feedback from a customer Julie about haircut

Conversations about Products

Makeover Albums Reach:

14,545

Talent Box 2012Lakmé 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 hair & makeup techniques

Show photos highlighting looks created

Photo Albums Reach: 1,44,095

Talent Box 2012Lakmé 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 shows

Hairdo created for one of the shows

Interactive EngagementA fan posted a Photo asking for Lakmé Expert opinion on her hairdo after Lakmé Salon created a braided hairdo for a show

Audience appreciating National Hair Expert’s hairdo creation

A fan posted a Photo asking for Lakmé Expert opinion on her hairdo

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

Lakmé Studio @ Lakmé Fashion Week

Audience appreciating makeover

Status Update appreciating Lakmé Studio

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

Influencer Response10 Bloggers attended the Bloggers Meet @Lakmé Studio

Influencers retweeted Lakmé Salon content

Influencer ResponseInfluencers created content about Lakmé Salon

Influencers generated on the spot feedback for services

Designers gave instant feedback via and

Designers retweeted Lakmé Salon content

Designers promoted their shows using Lakmé Salon content

Engagement with Designers

Resulting Brand Perception

Results

No. of Retweets: 60No. of Mentions: 104

Instant Testimonials for services: 50+

New Services introduced to 100+ customers during LFW

Growth of 3152 to Fanbase Growth of 72 Followers

1,35,005 audience reached throughout campaign

Over 30 blogs posts

737 approx daily stories created

50+ queries answered by experts

Thank You