Even as the Lakme Fashion Week has become an important event for the fashion industry in India, Hindustan Unilever owned Lakme, as a make-up brand, was lost in conversations and coverage. People did not relate Lakme Fashion Week to the brand Lakme.
The sponsored programme was getting more prominence over the brand. The challenge for The Glitch, digital agency for the event, was to create an identity for Lakme as a make-up brand and associate Lakme Fashion Week 2014 to clothing and apparels.
Through disruptive response system, the agency plugged in ‘gloss’ as the big word for the season. A command centre was set up to prepare for the live streamed the event.
In tune with key fashion trends, strategies were designed on similar line such as image over text, key words like ‘win’, ‘free’, ‘alert’ were highlighted, raw imagery was used over heavy designs, high colour visual were used for more attention across beauty brands, conventional pleasing aesthetic were preferred and celebrity connection were used to gain traction. Glitch also focussed on other key strategies such as timing between two posts, use of similar audience to test results, three-pronged response mechanism and working in series.
To engage users in clicking photographers at the Lakme Fashion Week, there were content challenges which urged users to click and long shot and then a close shot of the same scene.
The command centre focussed on a realtime analytics-based approach to push Lakme and Gloss as the big buzzwords for the season. The system would pick up the hashtags that were most popular during the event and track which celebrity was getting more traction at a particular point of time. The system was to deliver a mix of live content through strategic trend forecasting and robust response management system and content was gathered from Facebook, Twitter and Instagram, which were the prime social media platforms for the event.
The command system used a three days testing period for all strategies. The learnings were used to go all out and employ media’s money. The command centre team, Lakme team and the digital agency team all worked in sync.
The command centre enabled the agency to measure and strategise within a matter of minutes that allowed for speedy and relevant content creation around the event.
On Twitter, the engagement rate was 12 per cent higher, Facebook displayed the highest engagement ever seen by the agency but they attribute the 89 points sentiment value as the biggest achievement at the event.
The Facebook page of the event received 30,589 new likes in a period of just five days. The event’s reach of 18 million was way higher than the estimate of 8 million in five days on Facebook. The average engagement rate at the social media platform was recorded at 3.2 per cent. Engagement on Twitter also surpasses expectations with average engagement of 7 per cent against estimate of 3.5 per cent in five days.
The agency gathered huge interest for Twitter hashtag – #GoesGlossy which got 1.9 million trend impressions, 80,000 tweet impression, 4,214 tag mentions and an engagement rate of 5.71 per cent.
As an extension to the Lakme Fashion Week campaign, the agency gave out Lakme Fashion Week patent leather bags and organised #GlossySkinIsIn contest which was a three-day long contest. The first day was a pre-buzz where they seeded in hashtags and increased anticipation for the content, the second day had four flash contests and on the third day, the day-long contest took place, which was a perfect end to the entire Lakme Fashion Week campaign.