Lakme, the beauty product brand from the Hindustan Unilever stable, has been quite bullish on digital media in recent times. The brand has taken to social media in a big way for its flagship property, Lakme Fashion Week Winter/ Festive 2013.
The social media campaign has been executed by Webchutney. Commenting on the campaign brief, Meghana Bhat, Executive Creative Director, Webchutney said, “For Lakme Fashion Week, the brief required us to get the audience to participate and experience the Fashion Week in real-time with live updates, backstage footage and content that would engage and bring out the entire event in a unique manner.”
She further said, “We decided to involve three key social media to achieve the same – Facebook, Twitter and Vine. The six-second Vine videos enabled us to provide the right amount and quality of content to give Lakme followers a glimpse into everything that goes on at the Fashion Week and we were pleasantly surprised with the response we received.”
exchange4media takes a look at how the three-phased campaign unfolded.
The pre-launch buzz
In this phase, Lakme focused on creating buzz about the event with respect to the theme – ‘Absolute Royal.’ On Facebook, the beauty brand launched a contest titled ‘Ticket to Fashion’, wherein it asked women to share their absolute royal moment in not less than 200 words, with an image. The winners won passes to the event and also got a special royal treatment at the Lakme Pro Stylist Lounge at the Fashion Week, while one winner received a Sabyasachi saree.
On Twitter, the brand asked its followers to share their royal moment with a twit-pic as part of the activity named ‘Like-A-Queen’. Here, too, six followers were chosen to attend the Lakme Fashion Week.
Content-focused social marketing launch
This phase launched the ‘Absolute Royal’ collection from Lakme, which was then supported with content that was curated at the event.
On Facebook, the brand launched an activity called ‘Runway Renditions’. This stream of content displayed runway looks that were grabbing attention. ‘The Day That Was’ was another activity, which was a concise version of the entire day featuring the best designers, stand out collection, show-stoppers and presentations. ‘Spotted @LakmeFW’ was another Facebook content-specific action, which showcased snapshots of celebrities. In addition to these, the brand also shared content curated from official bloggers.
On Twitter, during the entire event, the brand spoke of designers and their collections, which was supported with the hashtag #AbsoluteRoyal and #LakmeFW. Twit-pics from backstage, model looks, make-up and venue were shared via hashtag so that the audience could participate, share, retweets and favourite their tweets.
Capturing fun moments on Vine
Interestingly, Vine videos were shared on the brand’s Twitter timeline using hashtags #absoluteroyal and #Lakmefw, so that viewers who would click on any of the hashtags for updates would get a glimpse of the Vine videos.
Commenting on the Vine activity, Bhat said, “We leveraged Vine to capture all the fun moments of the Fashion Week through six-second videos in order to create an altogether new experience of the event for our fans on Twitter. From backstage madness to six-second makeovers by Lakme’s make-up expert Clint and a fun showcase of the latest Lakme range – we gave our audience exclusive access to Fashion Week action in real-time. Vine was used as a tool and not as a network. We leveraged it to create unique content for our Twitter page.
To view the Vine campaign, click on the videos...
Bhat also mentioned that the agency is now sharing content that was curated at the event. Product reviews by bloggers and posts that the official bloggers have created integrating Lakme products on Facebook. Pinterest will also be used during this phase, wherein the agency will be creating boards for each designer, showcasing their best in the collection.