Lakme fashion week 2014
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Transcript of Lakme fashion week 2014
![Page 1: Lakme fashion week 2014](https://reader031.fdocuments.net/reader031/viewer/2022020101/548730cbb47959190d8b5373/html5/thumbnails/1.jpg)
LAKME FASHION WEEK W/F 14 LEARNINGS
By The Glitch
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LAKME FASHION WEEK
Glamour Fashion Trends !
!
Celebrities Fashionistas Selfies
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• Lakme Fashion Week : August 20th-24th.
• We as Glitch have covered two LFW's. One in March and one in August.
LFW AND GLITCH
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• 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
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THE BIG PROBLEM
missing from
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THE CHALLENGE
Highlight
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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.
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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.
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THE COMMAND CENTRE
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• 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
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• 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
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PLATFORMS USED
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THE CONTENT CHALLENGE
Urge users to go from a Long shot to a Close Up
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THE STRATEGY
DISRUPT!
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HOW WE DID IT
1. Image over Text Image more important than text on creative.
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HOW WE DID IT
2. Importance of key callout words Key words like WIN, FREE, TREND ALERT etc to be
highlighted.
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HOW WE DID IT
3. Organic imagery over design heavy imagery Raw imagery works more than heavy design
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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.
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Strategy
5. Choice of conventionally pleasing aesthetic Conventional beauty works better in the Indian milieu.
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Strategy
6. Celebrity connect Having celebrity faces connected to trends always gets
more interaction & engagement.
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Strategy
7. Timings are key Apt timings + Let posts breathe
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Strategy
8. Test for best results Select similar audiences and do a shallow test to learn
about variables
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Strategy
7. Timings are key Let updates gather heat... promote the best.
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!12. Three-pronged response mechanism
1st: Respond to users responding to ‘Pick a shade’ posts with a Decode
Strategy
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!!
2nd: Respond to selfie uploaders with a Gloss Addict (product suggestion) plugin
Strategy
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3rd: Respond fashion bloggers & influencers with a ‘Fashion meets Makeup’ creative, highlighting a trend for the season
Strategy
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13. Work like a 90’s American sitcom Work in a series... Let each post stand out by itself
Strategy
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13. Work like a 90’s American sitcom Work in a series... Let each post stand out by itself
Strategy
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13. Work like a 90’s American sitcom Work in a series... Let each post stand out by itself
Strategy
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• 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
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• 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
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• 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
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THE RESULTS: FB
HIGH$ENGAGEMENT$POSTS$
DATE:$$$24/8/2014$ENGAGEMENT$RATE:11%$REACH:222,464$$
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THE RESULTS: FB
HIGH$ENGAGEMENT$POSTS$
DATE:$$$24/8/2014$ENGAGEMENT$RATE:11%$REACH:222,464$$
HIGH$ENGAGEMENT$POSTS$
DATE:$$$24/8/2014$ENGAGEMENT$RATE:2%$REACH:543.744$$
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THE RESULTS: TWITTER
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THE RESULTS: TWITTER
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THE RESULTS: TWITTER
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Results
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Results
NEW$LIKES$30589$$
30589 on Facebook over a 5 day period.
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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%
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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
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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%
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• 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
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• 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
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• 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
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• Day 3: We had a day long contest which asked the audience- #GlossySkinIsIn because..
THE CONTEST
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POSITIVE SENTIMENTS
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POSITIVE SENTIMENTS
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• 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
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Thank You!