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1. Leveraging Lakmé Salon at Lakmé Fashion Week 2012
A Social Media Marketing Case Study
by Windchimes Communications

2. The Brief
Leverage Lakmé Salon’s collaboration
with Lakmé Fashion Week on the digital space

3. 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

4. Objectives
Create online buzz before Lakmé Fashion Week
Strengthen position of Lakmé Salon as Skin and Hair
expert

5. Objectives
Create online buzz before Lakmé Fashion Week
Strengthen position of Lakmé Salon as Skin and Hair
expert

6. What we did to create a buzz
Contests Talent box 2011
Memories
Conversations

7. 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

8. 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

9. 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

10. Objectives
Create online buzz before Lakmé Fashion Week
Strengthen position of Lakmé Salon as Skin and Hair
expert

11. Approach
Bring Lakmé
Studio Setup alive
at Lakmé Fashion
Week
Take Lakmé
Fashion Week
Experience across
the country

12. What we did to bring Lakmé Studio and Lakmé Fashion Week alive
Daily Contests
Highlight Experts and
Stylists
Live Updates from
Talent Box 2012
Generate
Testimonials
Social Media Corner
Engage with
Influencers
Engage with
Designers

13. 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
chosen for each contest. Gratification: Lakmé Salon vouchers
Guess the eye
shadow shade
Guess the nail
paint shade
Makeup
related word
puzzle
Contest Reach:
9,694 over 5 days

14. 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

15. Highlight Team Lakmé Studio
Experts Speak:
–Tips, Tricks and Trends by experts
Team Lakmé Studio showcased
through services, products and
Makeovers
Feedback from a
customer Julie
about haircut
Conversations
about Products
Makeover Albums
Reach: 14,545

16. 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

17. 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
Makeup Look for one of the
shows
Hairdo created for one of
the shows

18. Interactive Engagement
A fan posted a Photo asking for Lakmé Expert
opinion on her hairdo after Lakmé Salon
created a braided hairdo for a show
Audience appreciating
National Hair Expert’s
hairdo creation
A fan posted a Photo
asking for Lakmé Expert
opinion on her hairdo

19. A Social Media Corner was set up at the Lakmé Studio
– More than 100 customers joined community and gave instant feedback
on the wall or via status updates among 200 customers who availed of services
Lakmé Studio @ Lakmé Fashion Week
Audience
appreciating
makeover
Status Update
appreciating
Lakmé Studio

20. Influencer Engagement Strategy
Indian Vanity Case chosen as the official blogger for Lakmé
Salon
– wrote 2 blogposts per day
Bloggers Meet
– Bloggers interacted with Experts
– Innovative Services were launched
– Use #BloggersMeet
Promoted the use #LakméStudio in all communication
– #LakméStudio was also used by influencers at the event

21. Influencer Response
10 Bloggers attended the Bloggers Meet @Lakmé Studio
Influencers retweeted Lakmé Salon content

22. Influencer Response
Influencers created content about Lakmé Salon
Influencers generated on the spot feedback for services

23. Designers gave instant feedback
via and
Designers retweeted Lakmé Salon content
Designers promoted their shows using Lakmé Salon content
Engagement with Designers

24. Resulting Brand Perception
Beauty
Expert
Good
Awesome
Wow
Nice
GorgeousSuperb
Lovely
Pretty
Amazing

25. Results
No. of Retweets: 60
No. of Mentions: 104
Instant Testimonials for
services: 50+
New Services introduced to 100+
customers during LFW
Growth of 3152 to Fanbase Growth of 72 Followers
1,35,005 audience reached
throughout campaign
Over 30 blogs posts
737 approx daily
stories created
50+ queries answered by
experts

26. Thank You

27. CASESTUDIES