This document discusses Fair & Lovely's "Confidence at Work" campaign to change its image from boosting beauty to boosting confidence. It outlines the campaign's objective in light of new advertising guidelines prohibiting negatively portraying dark skin. The campaign features influencers sharing work tips. It was promoted on YouTube, Facebook, and Google's women's empowerment initiative. Facebook ads awarded phones to contest winners. The estimated costs included paying influencer Yami Gautam 1 crore and providing 3 crore worth of scholarships. Metrics like social referrals, views, and engagement were tracked to measure success.

1. Fair & Lovely –
Confidence at Work
Presented by –
Ajay CN
Jayavignesh Reddy
Prashanth RV
Saravanan M
Shravanesh S
Thanish Mohammed
Digital and Social
Media Marketing

2. OBJECTIVE
“To change the image of fair & lovely from a brand
that boosts beauty to a brand that boosts
confidence”
• Earlier advertisements portray failures of dark
skinned people
• Endorsers of Fair & Lovely were trolled on social
media

4. • Advertising Standards Council of India issued new ad
guidelines
• New guidelines prohibited negative portrayal of dark
skinned people
• Confidence at work campaign addresses these
guidelines
OBJECTIVE

5. Target Audience
• People getting ready for an interview, for work
or just hanging out with friends.
– vlogger Maia Sethna shares tips on office wear
https://youtu.be/gBtyydyAPi8
– Blogger Karishma Rawat shares tips on
communication at work
https://youtu.be/ZKX_peKqax8

6. PLATFORMS
• Platforms used - Youtube, Facebook
• Also partnered Google in its women empowering campaign
‘Helping Women Get Online’ (https://www.hwgo.com/)
• Started a scholarship exclusively for girl students
• Its Facebook page has been engaging women with contests
around the videos.
• FB page gifted Micromax mobiles to winners

7. Some of the facebook ads

8. Fair & lovely ad appearing in a Youtube video of Ponds cream

9. Views of the new F&L campaign videos

10. A SHIFT IN THE
APPROACH

11. Cost Of Campaign
• Major Identified Costs:
• Yami Gautam - 1 crore
• Fair and Lovely scholarship - Rs. 100,000 to
300 students. - Rs. 3 Crores

12. METRICS
• Check your traffic
– 1. SESSIONS VIA SOCIAL REFERRAL
– 2. PAGEVIEWS
– 3. AVERAGE SESSION DURATION
– 4. LANDING PAGES VISITS
– 5. CONTRIBUTED SOCIAL CONVERSIONS
– 6. LAST-INTERACTION SOCIAL CONVERSION
• Here are the 6 critically valued social media success metrics.
– Daily Story Feedback: http://facebook.com/insights
– Klout
– PostRank
– Share of Voice
– Inbound Links

13. REFERNCE
http://www.socialmediaexaminer.com/metrics-to-track-your-
social-media-efforts/
http://www.brafton.com/blog/social-media/solving-social-
media-mystery-6-metrics-measure-success
http://lighthouseinsights.in/fairlovely-blogger-campaign.html/