Revised Final Faces Proposal

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1. Who We Are

2. Challenge

3. Competition Mapping

4. Trends & Insights

5. Strategy

6. Creative Routes

7. How We Do It

8. Costs

9. Annexure

Today

MSLGROUPGlobal reach

3

The largest agency

in Greater China,

India and Europe

100+ Offices

26 Countries

3,000+ Staff

MSLGROUP Office

Affiliate Office

Art + Code + Copy

100 people

4 cities

SOCIAL MEDIA STRATEGY /RICH CONTENT / COMMUNITIES / design / APPS / activations / INFLUENCER ENGAGEMENT / PROPRIETARY TOOLS

PAY PER PERFORMANCE MEDIA

WEBSITE

ADWORDS

SOCIAL

SEARCH

LISTENING

CAMPAIGNS ADVERTISING

The Challenge

How do we build a strong story online for Faces to break the clutter and stand out?

Where we stand..

Our story right now

While the brand wants to talk about a ‘different kind of beauty’ which is radiant, strong and individualistic, the bigger brand promise is missing. The current digital story of Faces on does not have a strong overarching narrative.

The mission to inspire women of today to stay gorgeous does not come through. On social while beauty tips, DIYs, quotes are being shared, simply talking about product benefits does not resonate with the audience.

The brand needs to stay close & connected through fresh & thoughtful content through the year

What other brands are saying…

• Maybelline is an American makeup brand sold

worldwide in affordable prices.

• Their tagline is ‘Maybe she’s born with it, maybe its

Maybelline’

• Their content focuses on their products, Make up

tutorials, latest fashion trend, Make up by the mood,

Deals etc.

• Followers: Facebook(3.6 M) & Instagram(49.2k)

• L’oreal is a French cosmetics and beauty company,

engages in the manufacture and sale of beauty and

hair products

• Their tagline is ‘Because You’re worth it’

• Their content focuses on their products, Make up

tutorials, testimonials, deals, and beauty diaries of

bloggers.

• Followers: Facebook(3 M) & Instagram(62.1k)


• Revlon is an American cosmetic for skin care,

fragrance, and Personal Care. Pricing is done for the

mid-level consumers as it neither too high nor too low

priced. The company owns approximately 20-25 % of

the domestic cosmetic market share.

• Along with product promotions, the page has a lot of

generic content

• Followers: Facebook(1.5 M) & Instagram(538k)


• Lakmé is owned by Unilever. This brand also sponsors the

Lakme Fashion Week (LFW) twice a year. Also operates

Lakme beauty salons across India.

• DIY videos- has it’s own studio of style which talks about

various trendy looks and how to get them.

• Followers: Facebook(2.5 M) & Instagram(39.2k)


Trends & Insights

Who is the Great Indian Beauty?

Audience Segmentation

Key Industry Facts

The Great Indian Beauty!

Brand trust matters a lot to her

Values authenticity and needs products

that take care of her skin!

Needs guidance to use advanced make-up products and a

trend seeker

Loves experimenting with her look, but likes her comfort as well!

cravestestimonials from

experts !

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WORKING MOTHERS

Their shopping depends upon the comfort and time

availability. Does not like to experiment much with their

looks. Not so internet savvy, like to get good deals at an

affordable price. Working mothers are in the age group

of 28-40 years are in Sec A & Sec B cities

Audience size- There are 6.5 million users in the age

15

COLLEGE GOERS

Aspirational consumer who recently have started

using mobile internet and mostly depends on

parents for pocket-money. They are the trend

setters and look upto celebrities & influencers for

beauty tips. They are largely influenced by their

peers, a need to maintain their status quo. The age

bracket is 16-22 years & are in Sec A & Sec B cities

‘VALUE FOR MONEY’ & ‘VERSATILITY’ are key

factors for purchase.

Audience size- There are 15 million users in the age

16

FIRST TIME MAKE-UP USERS

Women who are new to the world of make up and are

willing to experiment with their looks. They are looking

to seek attention and look good at the same time.

Wants to try new things in the market which match her

style. Will check all pros and cons before using any

product. Women in age bracket of 18-26 years fall in

this category & are in Sec A & Sec B cities

Audience size- There are 19 million users in the age

Women are spending

more on cosmetics as

they are actively

earning and spending

money on grooming

themselves

Cosmetics and personal

care is the biggest

category capturing 35

per cent share, followed

by wellness products

and household goods.

Color cosmetics registered

strong growth primarily

driven by mascara(28%),

eye liner(26%),

blusher(25%) and eye

shadow(24%) in current

value terms in 2014

According to ASSOCHAM

the size of India's

cosmetics market will rise

by almost a half to 1.4

billion dollars in the next

two-three years

Internet retailing in India is

expected to register the strongest

growth in terms of retail value

sales, sales of beauty and

personal care products via this

channel will also increase.

THE STRATEGIC

APPROACH

Key Cultural Insight

Women of today want to capture attention with her looks yet she is independent,

fierce and ambitious

Key industry Insight

They are spending more on cosmetics as they are actively earning and spending

money on grooming themselves.

Key Brand Insight

Faces is a brand that respects individuality, spontaneity and freedom. They want

women to feel gorgeous inside & out .

Key industry InsightThey are spending more on

cosmetics as they are actively

earning and spending money on

grooming themselves

Key Cultural InsightWomen of today want to capture

attention with her looks yet she is

independent, fierce and ambitious

The STRATEGYAt faces, beauty has a bigger purpose. It

means so much more than just a few

dabs & strokes of a brush. We celebrates

womanhood. We remind you that,

#YOUAREBEAUTIFUL

Key brand insight Faces is a brand that respects

individuality, spontaneity and

freedom. They want women to

feel gorgeous inside & out

adventurecalm

Values

Benefits

LONG FORMAT / VIDEOCELEBRATING DISRUPTION

new crossover championsAsif kapadia

Short format-regular posts

The New Brand Voice

‘You Are Beautiful’

“Celebrate the journey of womanhood, through triumphs & defeats, through laughter & tears

because being beautiful is just who you are..

It's about loving yourself

It's about taking risks & emerging victorious .

Because Being Beautiful is being yourself”

Narrative

A woman progresses through various stages in her life. She evolves from being a protected

daughter to an independent and confident woman. She overcomes all self-doubts about

herself and grows to become comfortable in her own skin. Her roles are ever changing,

dynamic & demanding. Her perspective on things change with time.

The woman of today looks up to herself. She finds inspiration within.

For FACES to make some space in her world, she needs to be proud of her flaws. She isn’t

looking for something that’ll transform her into a princess. She’s just looking for something

that’ll make her feel gorgeous from within, more than just making her look gorgeous.

NostalgiaChange

Values

Benefits

Remind women of their beauty through

stories & memories

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OUTCOMEAWARENESS

OUTCOMEINTEREST

OUTCOMEADVOCACY

OUTCOMEPURCHASE

OUR PROPERTY

Re-Inventing the Communications APPROACH

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OUTCOMEawareness

OUTCOMEINTEREST

OUTCOMEBrand love

OUTCOMEPURCHASE

Youarebeautiful

Re-Inventing the Communications APPROACH

Talk

engage

Evangelize

ignite

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our voice YouarebeautifulThe great Indian

beautyNATIVE CONTENTPartnerships

NATIVE ADVERTISING

PAID INFLUENCER BOOSTS

DISPLAY ADS

Beauty communities

SEARCHBeauty & lifestyle

bloggers/influencers

DIRECT

Re-Shaping The Communication Ecosystem

website

SOCIAL

ACTIVATIONS & EVENTS

CREATIVE ROUTES

#TOUCH UP FOR SELFIE

What do you do before clicking a selfie to get

the perfect picture?

We ask people to write down what they do, on a

placard before clicking a picture like putting an

eyeliner, changing a shirt etc.

They click a picture with that placard and post it

on their Instagram handles. This can be

amplified on all social media platforms.

Platforms:

talkOUTCOME

AWAreness

talk

COLLABORATIONS:

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Collaborate with BuzzFeed, ScoopWoop, Popxo for articles on fashion and lifestyle.

This will bring in a lot of traffic to or social platforms and also showcase authenticity.

OUTCOMEAWAreness

Ignite

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Every day you make tons of faces, ‘The Work face’, ‘The Cook

Face’, ‘The Face of Honesty’.

Picking women achievers who stand out in male dominated

stereotypes such as the Army, Video Gaming, and Drivers etc. and

create a video of them talking about the various faces they make

every day and throughout their life.

On our social assets, users can submit their photographs and share

their stories.

Most inspiring stories will be made into videos which can be shared

on our youtube channel

Platforms:

#MY FACESigniteOUTCOMEinterest

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WEDDING BONANZAOur brand ambassador/ celebrity will take a tour in

different cities where she will surprise a bride from

each city.

During the time where the bride prepares for her

wedding, she visits her to give her health and beauty

tips and give her a Faces product which the bride

applies on her wedding. A video series on weddings

will be made.

Platform:

On-ground

igniteOUTCOMEinterest

Engage

#LOOKS IN VOGUE

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Position ourselves as the master of fashion & beauty by giving the perfect look to people for

all the occasions.

Share make-up tips for the right occasion & build a series of small videos that people can

watch and share.

The Office Look, The Night Out Look, The Summer Brunch Look, The Holiday Look and The

Celebration Look.

Ask people to share pictures of their look for various occasions explaining their look with tips

for others to follow. The best ones win goodies.

Platform:

ENGAGEOUTCOMEPURCHASE

#BEAUTIFUL FACES PROJECT

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Make a look-book where the

models are common people. Girls

like us, simple and beautiful in

their own way.

Invite people to send in their

entries and we feature them in a

curated look-book with different

make-ups

Platform:


Phase I

#BEAUTIFUL FACES PROJECT

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Participants from the look book campaign will be

used as brand champs through a fashion show.

Collaborate with the fashion brands such as

Bhane, and Koovs and host the fashion show

where the focus lies on beautiful women in real

life.

While Koovs targets college goers, Bhane caters

to a more matured audience.

On social we invite our consumers to share their

best ensemble to stand a chance to be a part of

the fashion show


Phase ii

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#COUPLING OVER FACES

People who appreciate your real beauty are the ones you stay with.

Participate in contests, bond with your loved one and win exciting

hampers from Faces.

Example:

Coupling with your boyfriend: Make a video where your boyfriend

applies make up on your face. Share the results on other social media

platforms and the most beautiful ones win exciting prizes from faces.

Taking the help of Instagram influencers- Sherry Shroff and Vaibhav

Talwar, we can influence masses to participate.

Platforms:

Microsite


#FIT IN A BIT

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To take a front foot and inculcate fitness habits in women because

real beauty rests in a healthy mind.

Write to Faces, to share their Fit In A Bit hacks and produce a small

video with a strong call to action asking women to fight for overall

fitness and not just beauty.

A 30 day challenge on Instagram and 15-seconds long

inspirational videos from ‘crash and burn’ workouts. And

amplification on other platforms

Regular posts about how to stay healthy, fit and happy!

Platform:


#FacesDubs

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Get people to engage using video as a medium that is easy to share.

Dubsmash videos are casual close up videos made on mobile phones. Asking

people to dress up their best, with their best make up on and share close up video

of their favorite movie dialogues.

The most interesting entry will win Faces goodies. This can be done across social

media channels

Platforms:


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Hold sessions about :

1. Top products for the coming quarter (online trunk shows)

2. Trends forecast

3. Q&A

4. Best make up tutorials

5. Style Guide

Team up with social commentators, beauty editors – Vogue, Elle, Cosmopolitan, etc. to host a monthly

tips and tricks session.

The Google Hangouts can be recorded in HD and syndicated with help of native advertising tools. This

content can also be repurposed to produce a quarter/annual round up for new fans and followers.

Offline – Galaxy Hangout at Faces HQ with five top experts of the year. Invite top beauty bloggers for a

short beauty summit.


#HANGOUT WITH FACES

evangelize

#A MILLION FACES:

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Commission a photo-lead street style beauty project to an expert photo

blogger like Manou or Roycin D'souza in Mumbai

A twenty day project where they capture the city’s Beauty Quotient

through a camera lens

Each day three stylish city dwellers get featured on the official

Facebook page and Twitter handle

Create a virtual album of the most stylish real people, branded and

owned by Faces

What do we aim to achieve?

Bank of unique images that can be shared online to further generate

conversation

Conversation online and in traditional media

evangelizeOUTCOME

Brand love

#RECCOS FROM USERS

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Let woman share their tales/ experience of using a

product and how it helped them

They can share videos, before and after pictures etc.

To keep it ongoing, we share different topics every

month

We gratify them with a beauty kit and share their

testimonial on social assets

Platform:

evangelizeOUTCOME

Brand love

#GORGEOUS EVERY DAY, EVERY WAY!

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Every woman of any age is always curious to know about their

appearance and dislikes one or the other feature in their body or

face.

Create a microsite and ask the women to fill up a form about

their appearance. With the answers about what they dislike

about their appearance, we send them personalized gifts,

discounts, vouchers and compliments related to the feedback

as a surprise.

Platforms:

Microsite

evangelizeOUTCOME

Brand love

Blogger outreach

Farah Dhukai Total Make-up Junkie

Mr. Jovita George

Make Me Up 89

Shruti Anand

Make-up

Channels

Naina Redhu Akanksha Redhu Miss Malini Payal and Priyanka Anushka HajelaAayushi Bangur Manou Tyagi

Corporate social responsibility

For year two, Faces should shift focus to campaigns that are ‘cause’ led

which will amplify beauty with a purpose

Product creatives

Generic posts

How do we do it?

+ Content Framework

+ Measurement Framework

+ The first 90 days

+ Team Structure

We Think & Act Like a Publisher64

#YouareBeautiful

THEMES THEMES THEMES

STORY

STORY

STORY

STORY

STORY

STORY

STORY

STORY

STORY

COMMUNITY ENGAGEMENT

Our Content

Strategy

Content Break Up

Products posts40%

Generic posts40%

Topical posts20%

TALK EXCITE ENGAGE EMPOWER

OBJECTIVES AWARENESS INTEREST PURCHASE ADVOCACY

PAID Interaction Rate Cost Per Lead Cost Per Conversion Affiliate Leads

OWNED Leads/Traffic Leads/Uniques Organic Conversion Published Testimonials

EARNEDSERPs / Traffic to landing pages

Message delivery

Increase in opportunities to see a key message

No of applications Stories driven from in-app shares

Measurement Framework

The First 90 Days

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How we are organized

Annexure

+ Popular Blogs & Communities

+ Team

+ Case Studies

Popular Beauty Communities:Lifestyle Blogs and Instagrammers

Platforms like POP XO are very popular amongst the youth.

Beauty and style bloggers have a good following on instagram

Popular Beauty Communities:Beauty and Style Bloggers and Youtubers

Beauty and style blog have now become youtubers to make the experience of style

more visual and real.

Srishti from Style fashion etc. is a popular Beauty and style influencer.

Case Studies

Fashion at Big BazaarCase study

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Strong content strategy to drive business—

Big Bazaar is India's leading super market having over 200 stores across India. The clothing arm of Big Bazaar is called Fashion at Big Bazaar (FBB).

To engage with customers and drive footfalls to stores, our team, focused on creating youth oriented content strategy. This was approach was then combined with digital activations, showcases and properties.

We enabled the FBB India website to uniquely showcase collections through videos - designed to autoplay on scroll.

The team also strategized and ran The Big Denim festival, a crowd-sourced activation of the best moments in jeans linked to store coupons. A series of engagement activities - both in-store and offline - to change the image of the brand and make it more youth friendly were created.

On social media, the brand was recognised as the most engaged fashion brand on Facebook.

Rock N ShopCase study

74

Reaching out to the fashion crème de la crème—

Rock N Shop is an ultra luxury e-commerce portal for fashion. The brand asked us to manage their digital launch and subsequent social media engagement.

Our team created programs and used influencers to reach a very niche digital audience. This was done through a series of contests and visually rich content. Rock N Shop consistently tells the story of its eternal love affair with fashion and all things stylish.

Since their creation in December 2013, the multiple Rock N Shop social properties have a fan base of approximately 4500 people interested in buying ultra luxury fashion in India

The Love Affair – Rock n Shop Case study

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Narrating a story for a brand through key influencers—

For Rock n Shop, we launched The Love Affair campaign which focused on highlighting how the love for fashion is eternal and undying. The campaign focused on using influencer videos.

We created 5 videos with influencers as they expressed their love of fashion.Subsequently we also produced a mashup using these videos to keep people guessing about the true love story.

The story of Rock N Shop was narrated through the #LoveAffair series of videos. We generated over 10,000 views for these videos leading to traffic on the E-Commerce site at launch.

Pearl AcademyCase study

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Making an educational institute interesting—

Pearl Academy is a private higher education institute in India, offering undergraduate, postgraduate and diploma courses in design, fashion and business.

Our aim was to create an engaging digital platform with students, alumni and prospects.

We used a combination of annual properties, real time content from campuses and thought-leadership initiatives to achieve increased engagement and intake.

A clear content strategy covering three pillars of thought leadership, course content and student / alumni activities have driven the social engagement for Pearl academy including the highly successful launch of a new campus in Mumbai.

In addition, we created strategic activations which are now annual properties like My School Rocks, My Super Teacher and the Peoples Choice awards; each with a unique insight and direct impact on the academies image and admissions.

eBay IndiaCase study

77

Making eBay India's Preferred e-Commerce Brand—

eBay Inc. is an e-commerce company, providing consumer to consumer & business to consumer sales services via Internet.

MSLGROUP was briefed with the objective of making eBay the preferred ecommerce brand in India. Following research on Indian household purchasing habits, our strategy was to substantially increase engagement with women on its Facebook page and look to mimic the Indian-style shopping experience of personal attention and good customer service through social media.

The campaign resulted in eBay gaining more than 500,000 followers in 6 months.

eBay India's Facebook page is the second largest driver of online traffic to the eBay.in page thereby achieving hard business results.

You can watch the video here.

https://www.youtube.com/watch?v=z6vD9v9lumo

eBay IndiaCase study

78

Engaging with audiences on a personal level—

For eBay we created a campaign for the festival of Rasha Bandhan, a festival that celebrates the brother-sister bond.

For this, we invited people to share stories of their sibling fights using #siblingdishoom. As people shared their favourite stories, #siblingdishoomtrended on twitter.

Audiences found the campaign quirky and fun. We engaged existing followers and the twitterati, resulting in being the No. 1 Twitter trend in India.

It also made the top 30 Global Trends. We received mentions from over 10 brands likes Star Plus, PETA , London Olympics generating 500k+ impressions, reaching an audience of nearly 400k.

Thank you

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Revised Final Faces Proposal

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