Marketing plan of an android app- Nykaa presentation
Digital Storytelling for Beauty Brand Faces
1.
2. 2
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
3. MSLGROUP
Global reach
3
The largest agency
in Greater China,
India and Europe
100+ Offices
26 Countries
3,000+ Staff
MSLGROUP Office
Affiliate Office
4. 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
5. The Challenge
How do we build a strong story online for
Faces to break the clutter and stand out?
7. 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
8. 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)
9. • 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)
What other brands are saying…
10. • 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)
What other brands are saying…
11. • 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)
What other brands are saying…
12. Trends & Insights
Who is the Great Indian Beauty?
Audience Segmentation
Key Industry Facts
13. 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!
craves
testimonials from
experts !
14. 14
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. 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. 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
17. 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.
19. Key Cultural Insight
Women of today want to capture attention with her looks yet she is independent,
fierce and ambitious
20. Key industry Insight
They are spending more on cosmetics as they are actively earning and spending
money on grooming themselves.
21. Key Brand Insight
Faces is a brand that respects individuality, spontaneity and freedom. They want
women to feel gorgeous inside & out .
22. Key industry Insight
They are spending more on
cosmetics as they are actively
earning and spending money on
grooming themselves
Key Cultural Insight
Women of today want to capture
attention with her looks yet she is
independent, fierce and
ambitious
The STRATEGY
At 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
24. 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”
25. 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.
30. 30
our voice Youarebeautiful
The great Indian
beauty
NATIVE CONTENT
Partnerships
NATIVE ADVERTISING
PAID INFLUENCER BOOSTS
DISPLAY ADS
Beauty communities
SEARCH
Beauty & lifestyle
bloggers/influencer
s
DIRECT
Re-Shaping The Communication Ecosystem
website
SOCIAL
ACTIVATIONS & EVENTS
33. #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:
talk
OUTCOME
AWAreness
34. talk
COLLABORATIONS:
34
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.
OUTCOME
AWAreness
36. 36
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 FACESignite
OUTCOME
interest
37. 37
WEDDING BONANZA
Our 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
ignite
OUTCOME
interest
39. #LOOKS IN VOGUE
39
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:
ENGAGE
OUTCOME
PURCHASE
40. #BEAUTIFUL FACES PROJECT
40
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:
ENGAGE
OUTCOME
PURCHASE
Phase I
41. #BEAUTIFUL FACES PROJECT
41
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
ENGAGE
OUTCOME
PURCHASE
Phase ii
42. 42
#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
ENGAGE
OUTCOME
PURCHASE
43. #FIT IN A BIT
43
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:
ENGAGE
OUTCOME
PURCHASE
44. #FacesDubs
44
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:
ENGAGE
OUTCOME
PURCHASE
45. 45
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.
ENGAGE
OUTCOME
PURCHASE
#HANGOUT WITH FACES
47. #A MILLION FACES:
47
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
evangelize
OUTCOME
Brand love
48. #RECCOS FROM USERS
48
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:
evangelize
OUTCOME
Brand love
49. #GORGEOUS EVERY DAY, EVERY WAY!
49
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
evangelize
OUTCOME
Brand love
63. How do we do it?
+ Content Framework
+ Measurement Framework
+ The first 90 days
+ Team Structure
64. We Think & Act Like a Publisher
64
#YouareBeautiful
THEMES THEMES THEMES
STORY
STORY
STORY
STORY
STORY
STORY
STORY
STORY
STORY
COMMUNITY ENGAGEMENT
Our Content
Strategy
66. 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
EARNED
SERPs / 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
70. 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
71. 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.
73. Fashion at Big Bazaar
Case study
73
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.
74. Rock N Shop
Case 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
75. The Love Affair – Rock n Shop
Case study
75
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.
76. Pearl Academy
Case study
76
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.
77. eBay India
Case 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.
78. eBay India
Case 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, #siblingdishoom
trended 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.
