VivelWOW Campaign

A Social Media Marketing Case Study

- by Windchimes Communications

The Brief

Make VivelWOW.com a platform where young women could interact with the brand

The Brief

Also communicate importance of Nourishment, Moisturization and Protection in an engaging

manner

The Challenge

Multiple online platforms already existed for young women

However, we realized….

That there was no ‘one common platform’ where women could read and talk about what

interested them with their friends

So our starting point was…

To peep into woman’s mind…

Movies

Guys

Gossip

Shoes

Shopping

Beauty and Fashion

Discounts and

Freebies

Beauty and Fashion

Movies

Discounts and Freebies

Gossip

We chose subjects that they would be interested in

and get rewarded for talking about

things that they liked

The Result…

Why did we do what we did?

Applied principles of Social Media

Building Value for women

Seeking women’s participation

Listening to women’s point of view

Allowing Women to Generate Content

Creating Value for Women

Women got tips and suggestions on hair care and skin care from peers!

Value addition also in form of gifts and Celebs

Ladder-based reward Ladder-based reward systemsystem

Discussion Forum for women to talk on hair care, skin care and movies!

Women creating content on site

Reviews and Date of Release

Women could add the movie to event widget as reminder

and share them in other social media platforms

Women could rate the movie and view other people’s ratings

Allowing women to plan movies

Women were encouraged to review the various Vivel products – Feedback mechanism for brand

Listening to women

Participating with women

Users could comment on articles and build further

conversations

Users could create their profiles and gain points by participating

in various forms!!

‘Meet the Celebs’ – Women participated in this contest to win a dinner with Vivel brand

ambassadors

How did we lead people to VivelWOW.com

We Announced

Created social media releases on:• Launch of VivelWOW• Get Close to Hrithik• Kareena Kapoor writes beauty tips• Amrita Rao supports VivelWOW

– Identified relevant news sites & directories

– Got SMRs published in 20 news sites

Published on Online New Sites

Published on Online New Sites

We Engaged

Reached out to relevant beauty and fashion industry influencers

Got them to write about VivelWOW & also Kareena’s beauty tips on their blogs and communities

Helped in generating a lot of credibility for the campaign

We Engaged

We Conversed

Initiated and participated in conversations in relevant Communities like:

• Simply Beautiful Skin (Orkut)• Fashion Addicted (Orkut)• Kareena Kapoor Fans(Facebook)• India College girls for you (Facebook)• IndiaFM.com• India-Forums.com• Skincaretalk.com

– Interacted in over 30 communities; added value and subtly interwove brand mention

We Replied

Responded to skin care queries on platforms like:• Yahoo Answers• Ibibo Sawaal• Rediff Q&A• Indiatimes.com• Mahalo.com

– Answered over 86 queries

– Subtly interwove the brand

– Made people aware about VivelWOW through sharing of beauty tips

We Tweeted…and got retweeted in the process

What did all of this lead to?

Visitors to VivelWOW

In a mere 2 months, 12,000+

page views!

5.3 minutes average time spent on site

62% unique visitors

Reached out to over 6,50,000online enthusiasts in a span of 2 months!

WOWs achieved for VivelWOW*

Total Reach : 6,72,805

Thank You(http://www.windchimes.co.in)