pakistan sunsilk fashion week - campaign review 2014
DESCRIPTION
Pakistan Sunsilk Fashion Week - Campaign Review 2014 by Walnut MediaTRANSCRIPT
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CAMPAIGN REVIEW
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EVENT SUMMARYWE HAD AN AMAZING TIME INTEGRATING ONE OF THE BIGGEST EVENTS OF PAKISTAN WITH DIGITAL MEDIA. WITH ALL OF OUR ACTIVITIES SYNCED TO CREATE A MAJOR BUZZ AROUND STYLE AND FASHION BROUGHT US 24,800 NEWS FANS IN 4 DAYS. WE WERE ABLE TO DELIVER 39,529,935 IMPRESSIONS, REACHING 1.7 MILLION TIMES ON PEOPLE’S WALLS, GENERATING A SUM OF 219,431 ACTIONS.
WE WERE AMAZED TO SEE THAT OUR TOTAL ENGAGED AUDIENCE WAS MADE UP OF 97.6% FEMALES AND ONLY 3.4% MALES. THE CONTENT WAS SO TEMPTING THAT 57% OF OUR AUDIENCE REVERTED BACK, AS THEY CRAVED FOR NEW CONTENT.
WE TOUCHED THE HIGHEST PEAK OF ER AT 14.7% WITH A RATIO OF 65:35 ORGANIC:PAID REACH BECOMING THE BRAND WITH THE HIGHEST SHARE
OF VOICE WITHIN OUR CATEGORY!
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WHAT WE WANTED• TO CREATE A STYLE BASED BUZZ THAT CAN’T BE
IGNORED.
• TO COVER AND REACH OUR TG WITH THE STYLE RELATED CONTENT SHE CRAVES TO INTERACT WITH.
• TO OWN THE FASHION & STYLE TRENDS GROWING IN PAKISTAN.
• TO DIFFERENTIATE SUNSILK BY GIVING UNIQUE ON GROUND EXPERIENCES.
• TO CREATE A CLOSER RELATION WITH FANS BY ELIMINATING THE BRAND-CONSUMER WALL.
• TO CROSS THE 500K MARK
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WHAT THE OTHERS WERE UP TO
• SUNSILK HELD THE HIGHEST ER IN THE INDUSTRY I.E 14.7%. PANTENE’S ADVERTS ARE FOCUSED ON BOTH MALE AND FEMALE, WHICH RESULTS IN A HIGHER FAN BASE BUT SUNSILK FOCUSES ONLY ON WOMEN CREATING AN ER OF 14.7% WITH WOMEN HOLDING 96.6% CHUNK IN THE GENDER MIX.
Pantene PTA: 33,875 2.8%:
H & S PTA: 33,434 3.1%
Sunsilk PTA: 41,572 14.7%
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WHAT WE DID
• SOCIAL PLATFORMS- LIVE UPDATES
• WEBSITE- LIVE STREAM
• PAID MEDIA
• FACEBOOK APPLICATION- LIVE STREAM
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LIVE STREAM- FACEBOOK
• Application Views:9,601
• Minutes Spent On Live Feed: 1,200,125
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PEOPLE WE REACHED OUT TO DURING PFDC• DURING SUNSILK FASHION WEEK, WE HAVE SERVED 39,529,935 AD IMPRESSIONS, GAINED OVER 24,800 FANS WITH A CTR OF 0.48%.
Age 13-24: 96.6%
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OUR CURRENT FAN BASE
Age 13-24: 82%
Fan base increased by 24,800 in 4 days
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PEOPLE TALKING ABOUT PFDC.
PTA increased from 5,582 to 41,752
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OVERVIEW – DAY 1
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OVERVIEW – DAY 4
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COMMUNITY MANAGEMENT
• STATUS UPDATES: 75
• LIKES: 22,139
• COMMENTS: 1,760
• SHARES: 406
• POST REACH: 1.7 MILLION
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PAID MEDIA
Paid Impressions: 23,565,655Clicks: 112,000+ (KPI: 40,00)Paid Actions: 148,596Organic Actions: 70,835CTR: 0.48%
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AND OUR FANS LOVED IT!
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TWITTER• Tweets: 67+
• New Follower: 124
• Re-tweets: 200+
• Followed by:• HSY• Zara Shahjahan• Shehla Chatoor• PFDC Official• Selina Rashid• Maheen Kardar• Ali Xeeshan• Saad Ali
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#Sunsilk was tweeted 8,412 times#Sunsilk Pakistan was tweeted 54 times#PFDC was tweeted 1,713 times
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#PFDC2014 was tweeted 513 times#sunsilkfashionedition was tweeted 199 times#PSFW2014 was tweeted 5,055 times
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BLOGS• Here we see the number of blogs with the following terms. Please note
that these will not be unique articles or blogs (if two terms are
mentioned separately in a blog, that blog will be accumulated in both
results)
• Sunsilk PFDC Fashion Week 2014: 42,600
• Sunsilk PFDC 2014: 43,200
• PSFW 2014: 20,100
• Sunsilk Fashion: 467,000
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WAY FORWARD
• 6 weeks• We have planned another 6 weeks to share the content
we have acquired.
• Viral Video• Our viral video will be released on one of the 4 weekends.
• Designer’s collection• We will release the collection of 10-12 top designers on
the remaining weekends, making it 2-3 designers’ collection on each weekend.
• Other designers collection will be shared during the weekdays.
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THANK YOU!