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a social media marketing review
Kaya Skin ClinicKaya Skin Clinic
BackgroundBackgroundKaya skin clinics are currently spread across major cities of India and Middle East
Kaya offers specialized and customized skin solutions (products & Services) to its consumers
Pioneers in their field with scientific approach towards skin treatments
The CampaignThe Campaign
Kaya launched the ‘Bridal Campaign’ – offering specialized skincare services
customized to the needs of to-be brides and grooms
ObjectiveObjective
Create awareness for the Kaya bridal packages
Educate consumers about the possibility of glowing skin
Position Kaya’s services as scientific solutions; a step ahead of home remedies
Ensuring Kaya enters the consideration set of a bride-to-be
The IdeaThe Idea
Get the Glow!Get the Glow!
Who were we talking to?Who were we talking to?
Target Target AudienceAudience
Bride
Relatives – Mother, Sister, etc
Groom
More about our audienceMore about our audiencePrimary Audience:– SEC A1/A2– Young women – Age group of over 22 years
Secondary Audience– SEC A1/A2– Young men– Age group of over 25 years
Psychographics:– Well educated; appreciates scientific processes– Seeks options; but makes informed choices– Individualistic; Values customized offerings– Information seeking; Actively looks out for solutions
Announced:- Used various online platforms to announce the availability of the bridal packages - Crafted social media releases to announce the services
Engaged:- Participated in conversations to educate consumers about the bridal packages- Initiated dialogue with beauty and lifestyle community owners to create awareness about Kaya services - Introduced bloggers to the Bridal Package and got their readers to participate in the contest
Generated excitement:- Created an educational video and uploaded on various video sites- Crafted a contest to actively involve online audiences
What did we do?What did we do?
Our PlanOur Plan
How did we do it?How did we do it?Step I : Devised Social Media Strategy - Evaluated the online potential for Kaya’s services
- Listed platforms relevant to Kaya’s services- Planned and determined suitable approach to maximize Kaya’s online visibility
Step II : Identified and Analyzed talk points and influencers - Researched predominant issues surrounding skin care
- Gathered data regarding essential topics raised in various platforms - Found relevant online communities and blogs
Step III : Created content - Created platform relevant matter based on skin care and related topics
- Designed a Kaya webpage to succinctly inform consumers- Crafted a contest to initiate online interaction- Designed an informational video to detail the bridal package
Step IV : Seeded information - Introduced Kaya’s Bridal packages in conversations in various social
media- Uploaded Kaya’s video- Responded to queries regarding skin care while integrating the brand- Offered Kaya’s services as solutions to skin issues- Proposed a series of how-tos for new brides and brides-to-be by using exciting hooks like ‘Winter skincare for brides’, ‘Bridal Skincare for working women’, ‘Bridal care for problem skin’- Drafted a social media optimised release to be shared at key online directories- Generated traffic to the Kaya site by seeding Kaya link in Q&As, SNS, forums and Online Directory Listings
How did we do it?How did we do it?
Online Directory Listings Online Directory Listings
Why Online Directory Listings?- Online Directories enjoy a high subscriber base- Traditional media also accesses information from these directories
What we did?- Created social media release to highlight the launch of bridal package- Identified relevant directories- Reached out to over 25 directories
Online Directory Listings Online Directory Listings
Online Directory Listings Online Directory Listings
Online Directory Listings Online Directory Listings
Why Social Networking Sites?- Presence of high number of Indian users- High tendency to seek and accept peer advice
What we did?- Identified relevant communities - Initiated and participated in conversations- Offered Kaya services as a solution to skin care issues- Projected Kaya as a scientifically backed skin specialist- Interacted in over 35 communities- Contacted community owners to promote Kaya’s bridal package
Social Networking SitesSocial Networking Sites
Social Networking SitesSocial Networking Sites
Social Networking SitesSocial Networking Sites
Social Networking SitesSocial Networking Sites
Social Networking SitesSocial Networking Sites
Social Networking SitesSocial Networking Sites
Why Collaborative Research?- High number of Indians seeking answers- Widely accepted for its informal interaction
What we did?- Identified relevant sites and categories- Responded to skin care queries- Promoted Kaya services as scientifically backed- Answered over 170 queries- Educated people about Kaya’s services and packages
Collaborative ResearchCollaborative Research
Collaborative ResearchCollaborative Research
Collaborative ResearchCollaborative Research
Why Video?- Interesting visuals leads to high viewer involvement- Demystifies the Bridal package for potential customers- Lends credibility to the treatment by showing all steps of the treatment
What we did?- Created a 3-minute video- Video included a specialist to walk the viewer through various steps- The look and feel was educational versus advertorial, leading to higher creditability- Uploaded the video on over 10 sites
Using VideosUsing Videos
Around 6500 views as of July
2009!
Using VideosUsing Videos
Currently, the Kaya Bridal video is the
1st video under ‘bridal skincare’ on
Youtube.com.
*As of July 2009
Using VideosUsing Videos
Reached out to influencersReached out to influencers
Through blogs…- Mostly written by neutral writers- Read widely for fresh perspective and unbiased views- Geared towards disseminating personal opinions- Blog viewership can go upto lakhs of focussed views
What we did?- Found influential bloggers relevant to Indian skin care - Conversed with bloggers and introduced Kaya packages- Offered the Express Kaya Bridal Package for review- Requested bloggers to share Kaya contest with India readers
Outcome of Influencer Outcome of Influencer EngagementEngagement
Outcome of Influencer Outcome of Influencer EngagementEngagement
Results of Kaya SMM campaign in four Results of Kaya SMM campaign in four months!months!
Platform Reached Out Out Reached
PR sites 24Social Networking Sites 36 68673
Forums 65 32697Collaborative Research-Q&A 173
Videos 10 3111Video Promotion 13
Contest 11 35
332 1,04,481
More importantly…More importantly…
Kaya appears on the 2nd* spot on a
Google search for ‘bridal packages’!
*As of July 2009
Thank YouThank You(http://www.windchimes.co.in)
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