A Beauty major already present in the market decided to revamp its digital presence. Shack presented the Digital Strategy to connect and engage with their Targeted Audience after doing an ethnographic analysis of the same.

1. Forever Young’S FACEWASH SOCIAL MEDIA APPROACH – 2011

2. Index Brand Overview Status Check Target Group Analysis Social Media Objectives Strategy Content Plan Reporting

3. Brand Overview 1. Product: Face Wash 2. Pricing: Rs 40-50 3. Features: 5 Products, 5 Functions For Oily skin Acne related problems Daily Face Wash Lightening Facial Foam Intense Moisture Cleaning Foam

4. Status Check Website: Information on Products No consumer engagement No Query section

5. Status Check 1.No. of fans: 3,26,418 2.No. of Posts per day: 3 3.Users query: No response. 4.Content: Similar as that of competitions’ platform, conversations around beauty & skin care 5.Engagement: No engagement activity/conversation

6. Status Check No of tweets : 929 tweets Primarily an aggregator for Facebook Interactive and informative content on skin care and beauty

7. Status Check 1. Present since: 27th August, 2010 2. Channel Views: 1,688 3. Total Upload views:5,521 4. Subscribers: 4 5. Content: TVC’S 6. Recent Activity/Contest: No

8. TARGET GROUP

9. Target Group: Core Essence

10. OBJECTIVES Digital Experience Customer Participation Brand Strengthening

11. STRATEGY Inform:Products & Skin Care Engage: On a common platform for girls 3. Do Good: Effort towards educating about hygiene

12. Inform Promotion Quiz Discussion Forums Polls Sampling Give information about the product Address queries and concerns relating to beauty and skin care

13. Engage Contests UGC, Crowd Sourcing Activities Content sharing Games, Apps Create engagement around the touch points of the TG Engage the TG in activities that make them feel special, confident and create a sense of community

14. Do Good Delivering value to communities through offline and online engagement

15. CONCEPT

16. A SPECIAL THOUGHT WOMAN: Five Personality Traits portray five gradual phases in a life of a woman. Naughty/Fun turns into chic which with time turns into young woman who goes on to become a professional and eventually striving to do good for the community. Is SPECIAL: All through this transition she Lives, Loves, Dreams, Celebrates and Cares in her own peculiar way as per the personality trait. Campaign:All the above things make her Special. “I am Special” Campaign weaves this very essence through the digital journey of Forever Young’s Face Wash.

18. 5 Products each with a distinct function and color Attributing apersonality to each colorthat reflects the touch points of the TG Five Avatars with personalities signify 5 important Phases in a woman’s life. Mapping the interests of TG with the 5 Personality Traits/Phases

19. I AM YOUNG I AM CHIC I AM NAUGHTY & FUN Blue-Green: Trendy and fashionable Pink: Sweet, romantic and playful Green: Fresh and raw I AM GOOD I AM PROFESSIONAL Light Blue: Strong, intelligent and important Violet: Feminine, Caring, Softness

20. Inform Engage Do Good Iamspecial.com YouTube Facebook Offline Blog Product Website Twitter Facebook Blog YouTube Blog YouTube Forums Offline Content Platforms such as Chick Advisor, Last FM

21. CONTENT PLAN I Am

22. CONTENT THEMES Live Dream Care Love Celebrate

23. PLATFORMS

24. CONTENT MAP

25. REPORTING

26. Disclaimer: The name Forever Youngis purely fictitious and is used only for indicative purpose. Resemblance of the name to any corporation is purely co-incidental. Thank You www.shack.co.in