HAIR AFFAIR - A Digital Saga of Shampoo

DIGITAL FOOTPRINTS

Fans : 2.3 M | Talking : 56,104Good : Regular updates, capitalizing on events, interlinked SM | Bad : Average Engagement

Followers : 27.4 K | Following : 437 | Tweets : 18.5KGood : Cross property promotion #Cannes|

Subscribers : 10,391 | Video : 185Good : Owned media, brand reinforcement

Followers : 18655 | Following : 14 | Posts : 299Good : Good use of brand ambassadors

Fans : 22 M | Talking : 362,369Good : Response Management, multi brand, database collection | Bad : Global page, no Dove India

Followers : 3889 | Following : 354 | Tweets : 2,942Good : Bloggers meet

Subscribers : 5,362 | Video : 78Good : Viral content – usually global campaigns

No Presence

Fans : 8.4 M | Talking : 142,826Good : Content strategy | Bad : Less contests and giveaways

Followers : 788 | Following : 78 | Tweets : 1,155Good : Replicated content from Facebook

Subscribers : 13,557 | Video : 95Good : Very engaging relevant information

Followers : 334 | Following : 11 | Posts : 104Good : Unique content not just copy of other Tresmme platform

Fans : 1.2 M | Talking : 7,253Good : - | Bad : Irregular updates, not very engaging content, average contest and promos, no reputation mgmt

Followers : 3,829 | Following : 697 | Tweets : 6224Good : Linkages to other social media channels. #HairDare | Bad : User engagement – push strategy

Subscribers : 1,856 | Video : 41Good : Channel for all promotional activity| Bad : Not informative to the audience

No Presence

ABOUT HER

Experimental

Influenced by Social platforms

Importance of self expression

Conscious about brands

MAXIMIZING REACH

MEDIA

Optimize, interlink – owned, paid and earned

STRATEGY

CAMPAIGN : ‘You Shine’

What : Consumers will nominate girls/woman who’ve ‘shone’ through the hardships to achieve remarkable success. Include – education, technology, sports, social awareness, entrepreneurship

Why : Campaign will translate well on earned, owned and paid platforms. High chance of virality. Offline component.

How : Follow three phase approach - 1. Selection 2. Journey 3.Felicitation

PHASE 1Selection

PHASE 2Journey

PHASE 3Felicitation

PHASE 1Selection

Earned Owned Paid

Online Press Release

Identifying and targeting influencers

Microsite : Registration and story

Social Promotions : Facebook, Twitter, Linkedin, Instagram

Paid Advertising on Facebook LinkedIn, Twitter

Outreach through mobile

Earned Owned Paid

Online Press Release

Video : Create 30 sec video of those selected

Social Promotions : Facebook, Twitter, Linkedin, Instagram

Paid Advertising on Facebook LinkedIn, Twitter to encourage voting

Outreach through mobile for voting

PHASE 2Journey

SEO : Blog about the contestants

Earned Owned Paid

Press Release : Announcement of winners

Video : Announcing/ Live streaming winners

Social Promotions : Facebook, Twitter, Linkedin, Instagram

SEO : Blog about the Winners

PHASE 3Felicitation

Interview with the winners

Mailer/SMS – Database who participated in voting

Thank You