#MyBeautyNaturallyHow MBN trended even without a substantial Followers-base on Twitter

Twitter Contest10th June 2014

Brand David

Objectives

A. To create buzz about MyBeautyNaturally.com on Twitter B. To increase the number of brand mentions on TwitterC. To engage the relevant TG on TwitterD. To increase number of MBN Followers on Twitter

We decided to build conversations around natural ingredients for hair and skin care in order to create buzz about MBN on Twitter. Considering the fact that the user-base (followers) of MBN on Twitter was not significant (40 followers), we decided to fuel the conversations through a Twitter contest.

A Twitter contest titled ‘Natural Beauty Contest’ was conceptualised, where users were made to answer questions related to natural ingredients related to hair and skin care. About 17 questions were posted in span of 2-hours. Users were asked to use the brand hashtag (#MyBeautyNaturally) while answering.

Execution:

To boost the participation in the contest, we pre-contacted about 10 social media influencers related to beauty and lifestyle area and requested them to participate in the contest.

Apart from this, Dabur’s social media assets were leveraged to amplify the reach and create awareness about the contest. A special ‘Cover picture’ announcing the contest was created and put up across all Dabur FB pages (Skin & Hair), apart from MBN social media assets. Regular MBN newsletter was blasted to a database of about 22,000 (registered with Dabur for Hair and Care Products) encouraging users to participate in the contest on the day of the contest.

On Twitter, contest-alert related tweets were posted few hours before the contest was initiated.

Idea: Amplify conversations through a contest on natural beauty ingredients

Q1. Which Dabur product is a natural skin toner?Q2. Which Fem bleach is meant for special occasions?Q3. If you’re fighting acne, which is the best natural ingredient for the skin?Q4. Which Dabur brand is @priyankachopra associated with?Q5. Name the only beauty brand from the house of Dabur that's designed for men.Q6. What’s the best ingredient for dandruff?Q7. Winters are best taken care of by which Dabur moisturizer?Q8. Which product takes care of @sonakshisinha rose glow?Q9. Which natural ingredients are present in Vatika Premium Naturals Black shampoo?Q10. Which Dabur hair oil makes your hair 2X stronger?Q11. How many variants of Vatika shampoo does Dabur have?Q12. If you have fair skin tone, which FEM bleach is best suited for you?Q13. Which Dabur hair oil is best for hair fall?Q14. Fem Herbal Bleach is free from which harmful chemical?Q15. Complete this line- “Asli Amla, ______Amla”.Q16. Hair conditioning is a must. Name 3 natural ingredients that work as conditioners.Q17. Dabur has a special product just for your hands. Name it 

Questions used in the contest.

#mybeautynaturally trended at No. 4*

Dabur Amla Hair Oil trended at No. 7*

Hashtag #MyBeautyNaturally trended (at 4th position) across India on June 10, 2014 on Twitter. Apart from this, Dabur Amla Hair Oil also trended at 7th position (across India).

Outcome: The brand hashtag trended nationally on June 10

* We have not considered the Promoted Tweet, while ranking our hashtag.

What does Trending on Twitter mean?Trending topics on Twitter show users what are the most popular conversation topics on the microblogging site right now. Potential trends are found by polling all tweets for repeated hashtags, and their trend status is determined by a combination of time tweeted and volume of tweets containing the hashtag.

How Twitter arrives on Trending topics?

Twitter claims that trends are determined automatically with Twitter's algorithms, so it is entirely up to the data collected, and the way the algorithm interprets that data, if the topic is going to become a trend.

The Twitter algorithm identifies topics that are immediately popular, rather than topics that have been popular for a while or on a daily basis, to help people discover the ‘most breaking’ breaking news from across the world.

Through this contest we managed to serve the brand hashtag (#MyBeautyNaturally) 2.7 lakh times on Twitter and reached more than 56,000 unique users (UU) in just 2 hours.

56,394Reach

271,290 Impressions

Data Source: Keyhole.co

Brand tweets (posted by Dabur MBN) were retweeted by more than 1700 users while 650 users saved them as Favourite tweets.

1702 Retweets

650 Favourites

Data Source: Keyhole.co

Q3 was Retweeted 123 times which was the maximum number of Retweets in the contest.

Q3 -> If you’re fighting acne, which is the best natural ingredient for the skin?

The Twitter contest led to increase in follower-base by 400% in just 2 hours.

Before Contest After Contest

More than half the users used Dektop/Web for participation

Significant participation noticed from mobile devices. This strengthens our belief that our TG is active on Mobile.

Data Source: Keyhole.co

Users with large follower-base also participated in the contest.

Engaged bloggers

**Niesha is registsred blogger with MBN

The contest managed to involve few lifestyle portals as well.

Broadly, the contest created a positive WOM about MBN and Dabur brand.

Thanks