Lakme Salon

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Leveraging Lakmé Salon at Lakmé Fashion Week 2012

A Social Media Marketing Case Study by Windchimes Communications

The Brief

Leverage Lakmé Salon’s collaboration with Lakmé Fashion Week on the digital space

Background
Lakmé Fashion Week on-ground properties:
– Talent Box Preview shows for new designer labels – A Lakmé Studio providing hair, makeup and nail services – Team Lakmé Studio- National Experts and Stylists from across the country

Lakmé Salon currently has social media presence on and
The goal of the project was to leverage these on-ground properties on the social media platforms

Objectives

Create online buzz before Lakmé Fashion Week

Strengthen position of Lakmé Salon as Skin and Hair expert

Objectives

Create online buzz before Lakmé Fashion Week

Strengthen position of Lakmé Salon as Skin and Hair expert

Contests

Talent box 2011 Memories

What we did to create a buzz

Conversations

Talent Box Memories
Created an online property on Facebook for Talent Box at Lakmé Fashion Week The interactive Tab performed the following functions: Wall

Contests

Photo Gallery

Video Gallery

Tab reach: 4894 in 7 days

Contests to win invites
Photo-Slogan Contest on
– Upload a stylish pic of you and your friend and complete the Slogan “Lakmé Salon makes me fast and fabulous because...” – 30 total entries received in 3 days – 14 winners were invited to the event

2 Slogan Contests on
– Complete the slogan: “Lakmé Salon makes me fast and fabulous because...” OR “Lakmé Salon inspires me to…” – 10 total entries received in 2 days – 6 winners were invited to the event

Reach: 14,035 over 3 days

Reach: 4,000 In 2 days

Conversations
Engage audience by giving expert advice about grooming for Fashion events Introduce Talent Box to the audience Drive the audience to the Talent Box Tab

435 active interactions over 4 days

Objectives

Create online buzz before Lakmé Fashion Week

Strengthen position of Lakmé Salon as Skin and Hair expert

Approach

Bring Lakmé Studio Setup alive at Lakmé Fashion Week

Take Lakmé Fashion Week Experience across the country

Daily Contests Social Media Corner

Highlight Experts and Stylists

What we did to bring Lakmé Studio and Lakmé Fashion Week alive

Engage with Influencers

Engage with Designers

Generate Testimonials

Live Updates from Talent Box 2012

Daily Engagement and Interactions
All efforts were directed to make every fan sitting in each corner of India feel a part of ‘Lakmé Fashion Week’

Conducted daily contests related to beauty to engage audience – 3 contests were conducted around styles and trends being unveiled at Lakmé Fashion Week during the 5 day event – 154 total entries were received and 3 winners were Makeup chosen for each contest. Gratification: Lakmé Salon vouchers Guess the eye shadow shade related word puzzle

Contest Reach: 9,694 over 5 days
Guess the nail paint shade

Highlight Team Lakmé Studio
Team Lakmé Studio included:
– National Hair and Makeup Experts – A team of Hair and Makeup Stylists from over 170 salons across the country

Lakmé Studio Talent was showcased via photographs and conversations National Hair and Makeup Experts at Work

Highlight Team Lakmé Studio
Experts Speak:
– Tips, Tricks and Trends by experts

Team Lakmé Studio showcased through services, products and Makeovers Conversations about Products

Makeover Albums Reach: 14,545

Feedback from a customer Julie about haircut

Talent Box 2012
Lakmé Studio Talent was showcased in the form of Hair and Makeup techniques implemented for the Talent Box shows via photographs and conversations

Backstage Buzz highlighting hair & makeup techniques

Show photos highlighting looks created

Photo Albums Reach: 1,44,095

Talent Box 2012
Lakmé Studio Talent was showcased in the form of Hair and Makeup looks created for the Talent Box shows via photographs and conversations...
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