Post on 29-Oct-2014
description
Leveraging White Beauty’s Perfect Match campaign
April – June 2012
A Social Media Marketing Case Study
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 skin
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• Upgrade mass fairness cream users to the new POND’S White Beauty
Business Objective
• Create a buzz for Pond’s White Beauty & the Perfect match application
• Drive key product message
Communication Objectives
The Thought
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Building up hype
Enhance the campaign with a
popular face
Live chat with Rannvijay on
Trending #perfectmatch on
Facebook Application
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Building up hype
Enormous response
to the generic updates building
up to perfect match
Building up hype
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Stage I
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An application that aggregates your information on Facebook for you to find your perfect match Click to find your
perfect match
Stage II
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The application scans your social DNA, (your likes, dislikes, status on walls etc.) and finds a Perfect Match from your friends list
Stage III
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Winners shortlisted on basis of their Perfect Match score with Rannvijay & their contest entry
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Amplifying the Idea of a “Dinner Date” with popular actor Rannvijay Singha
Why Rannvijay?Popular face on televisionFace of popular youth show
MTV RoadiesBig hit with the girls
The Perfect Match for our target audience!
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Perfect Match updates
Per postAverage likes – 400Average Comments – 50Average Shares - 40
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Perfect Match updates
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 23rd May ‘12
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Building up to the chat & engaging fans with #perfectmatch
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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 - 61
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#perfectmatch Tweets
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Excerpts of chat with Rannvijay
In a span of 1 hour chatting with Rannvijay we received a total no. of 557 responses
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Continuing the conversation the next day
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#perfectmatch trended No.1 across 5 cities within a span of 15 minutes
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Within the next 30 minutes, #perfectmatch was trending nationally and internationally
Challenged and overtook big names in terms of trend popularity
#perfectmatch was also trending in the UAE
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Within 15 minutes
In 2 hours
In 30 hours
Impact
# 1 trending topic India – non-Promoted, unpaid media
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• # 1 hashtag on twitter in all 6 cities covered by Twitter, Mumbai, Delhi, Bangalore, Chennai, Bangalore & Hyderabad
• Average lifespan of #perfectmatch = 1860 minutes ~ 31 hours
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