Post on 05-Dec-2014
description
LAKME FASHION WEEK W/F 14 LEARNINGS
By The Glitch
LAKME FASHION WEEK
Glamour Fashion Trends !
!
Celebrities Fashionistas Selfies
• Lakme Fashion Week : August 20th-24th.
• We as Glitch have covered two LFW's. One in March and one in August.
LFW AND GLITCH
• What we learnt in March was that though Lakme sponsored/hosted LFW, Lakme as a makeup brand was getting lost in the conversations and coverage.
THE PROBLEM LAST LFW
THE BIG PROBLEM
missing from
THE CHALLENGE
Highlight
THE SOLUTION
• LFW is apparel-centric, we wanted to keep Lakme as a separate identity that spoke about makeup looks, make up trends that was seen on the runway.
• We wanted to be the spokesperson of makeup as we are a makeup brand while LFW spoke about clothes, designers etc.
HOW WE ACHIEVED THIS
• We set up a command centre. It was a realtime analytics-based approach to push Lakme & Gloss as the big buzzwords for the season.
THE COMMAND CENTRE
• What hashtags were being used around the event
• Whom people were talking about
• Tracking which celebrity/ influencer was getting more traction at which point
• Who were talking about us and to us
WHAT THE COMMAND CENTRE DID
• Mix of LIVE organic content creation through FB, Twitter & Instagram & strategic trend forecasting + robust response management.
• Disruptive response management to plug Gloss as the big word for the season.
• We had a screen which was live streaming the event
WHAT THE COMMAND CENTRE DID
PLATFORMS USED
THE CONTENT CHALLENGE
Urge users to go from a Long shot to a Close Up
THE STRATEGY
DISRUPT!
HOW WE DID IT
1. Image over Text Image more important than text on creative.
HOW WE DID IT
2. Importance of key callout words Key words like WIN, FREE, TREND ALERT etc to be
highlighted.
HOW WE DID IT
3. Organic imagery over design heavy imagery Raw imagery works more than heavy design
HOW WE DID IT
4. High colour payoff in imagery Across beauty brands, wherever there’s a high colour visual
payoff, there’s more interaction.
Strategy
5. Choice of conventionally pleasing aesthetic Conventional beauty works better in the Indian milieu.
Strategy
6. Celebrity connect Having celebrity faces connected to trends always gets
more interaction & engagement.
Strategy
7. Timings are key Apt timings + Let posts breathe
Strategy
8. Test for best results Select similar audiences and do a shallow test to learn
about variables
Strategy
7. Timings are key Let updates gather heat... promote the best.
!12. Three-pronged response mechanism
1st: Respond to users responding to ‘Pick a shade’ posts with a Decode
Strategy
!!
2nd: Respond to selfie uploaders with a Gloss Addict (product suggestion) plugin
Strategy
3rd: Respond fashion bloggers & influencers with a ‘Fashion meets Makeup’ creative, highlighting a trend for the season
Strategy
13. Work like a 90’s American sitcom Work in a series... Let each post stand out by itself
Strategy
13. Work like a 90’s American sitcom Work in a series... Let each post stand out by itself
Strategy
13. Work like a 90’s American sitcom Work in a series... Let each post stand out by itself
Strategy
• We used the first 3 days as the testing period for all our strategies
• The final two days is when we used our learnings to go all out and put media money behind it.
• The command centre team, media buying agency, Lakme team and the digital agency all worked in sync and from one place.
HOW WE WORKED AT THE COMMAND CENTRE
• Previously we didn't have availability to so much data to use this kind of strategy in our posts for LFW.
• This time we could see, measure, calculate, predict and strategise in a matter of minutes making us quicker in developing content and also very accurate in generating content that the audience wanted.
HOW WE WORKED AT THE COMMAND CENTRE
• We let posts breathe instead of bombarding our audienece and it resulted in better performance. Engagement rates on Twitter post went as high as 12%, Facebook engagement rates was the highest we had seen.
• Sentiment Value of 89 on a scale of 0-100 was the biggest accomplishment for us.
THE RESULTS
THE RESULTS: FB
HIGH$ENGAGEMENT$POSTS$
DATE:$$$24/8/2014$ENGAGEMENT$RATE:11%$REACH:222,464$$
THE RESULTS: FB
HIGH$ENGAGEMENT$POSTS$
DATE:$$$24/8/2014$ENGAGEMENT$RATE:11%$REACH:222,464$$
HIGH$ENGAGEMENT$POSTS$
DATE:$$$24/8/2014$ENGAGEMENT$RATE:2%$REACH:543.744$$
THE RESULTS: TWITTER
THE RESULTS: TWITTER
THE RESULTS: TWITTER
Results
Results
NEW$LIKES$30589$$
30589 on Facebook over a 5 day period.
Results
4,28,237
27,19,014
50,73,301 46,71,613
37,18,705
13,97,202
1.10%
1.40% 1.9%
3% 3.9%
7.1%
-
10,00,000
20,00,000
30,00,000
40,00,000
50,00,000
60,00,000
Day 1- WEDNESDAY Day 2- THURSDAY Day 3-FRIDAY Day 4- SATURDAY Day 5 - Sunday MONDAY 0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
Reach and Engagement on FB
Impression eng Rate
Achieved a reach of 18million compared to estimated 8million in 5
days, on Facebook with an average engagement of 3.2%
Results
6
Achieved an avg. engagement Rate of 7% compared to estimated engagement Rate of 3.5% in 5 days, on Twitter
20,258
1,21,965
90,722 78,029 75,702
46,012
6%
5% 6% 6%
8%
9%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
Day 1- WEDNESDAY
Day 2- THURSDAY Day 3-FRIDAY Day 4- SATURDAY Day 5 - Sunday MONDAY -
20,000
40,000
60,000
80,000
1,00,000
1,20,000
1,40,000
Reach Engage rate on twitter
impressions eng rate
Results#GoesGlossy Trend Stats on twitter
Tag Mentions
4,214
Eng rate 5.71%
Tweet Impressions
0.08mn
Trend Impressions
1.9mn
7
Sentiment was highly positive, standing at a whooping 89 for Lakme, in a range of 0-100
Shilpa Shetty post generated the maximum engagement peaking at 12%
and averaging out at 7.22%
• We had Lakme Fashion Week patent leather bags to be given away as a post Fashion Week gratification
• We created a #GlossySkinIsIn contest
EXTENDING THE CAMPAIGN
• It was a 3 day contest
• One day was a pre buzz where we seeded in the hashtag and increased anticipation for the contest
THE CONTEST
• Day 2: We held 4 flash contests through the day. 2 hour contests with an hour long break in the middle.
• We used the help of 3 bloggers to drive traffic to our website.
THE CONTEST
• Day 3: We had a day long contest which asked the audience- #GlossySkinIsIn because..
THE CONTEST
POSITIVE SENTIMENTS
POSITIVE SENTIMENTS
• We trended!!
• It was an excellent close to our entire LFW leg and we achieved to make Lakme’s new gloss campaign stand apart
THE RESULT
Thank You!