Fair & Lovely – Confidence at Work

OBJECTIVE

“To change the image of fair & lovely from a brand that boosts beauty to a brand that boosts confidence”

• Earlier advertisements portray failures of dark skinned people

• Endorsers of Fair & Lovely were trolled on social media

• Advertising Standards Council of India issued new ad guidelines

• New guidelines prohibited negative portrayal of dark skinned people

• Confidence at work campaign addresses these guidelines

OBJECTIVE

Target Audience

• People getting ready for an interview, for work or just hanging out with friends.

– vlogger Maia Sethna shares tips on office wear https://youtu.be/gBtyydyAPi8

– Blogger Karishma Rawat shares tips on communication at work https://youtu.be/ZKX_peKqax8

PLATFORMS

• Platforms used - Youtube, Facebook

• Also partnered Google in its women empowering campaign ‘Helping Women Get Online’ (https://www.hwgo.com/)

• Started a scholarship exclusively for girl students

• Its Facebook page has been engaging women with contests around the videos.

• FB page gifted Micromax mobiles to winners

Some of the facebook ads

Fair & lovely ad appearing in a Youtube video of Ponds cream

Views of the new F&L campaign videos

A SHIFT IN THE APPROACH

Cost Of Campaign

• Major Identified Costs:

• Yami Gautam - 1 crore

• Fair and Lovely scholarship - Rs. 100,000 to 300 students. - Rs. 3 Crores

METRICS• Check your traffic

– 1. SESSIONS VIA SOCIAL REFERRAL– 2. PAGEVIEWS– 3. AVERAGE SESSION DURATION– 4. LANDING PAGES VISITS– 5. CONTRIBUTED SOCIAL CONVERSIONS– 6. LAST-INTERACTION SOCIAL CONVERSION

• Here are the 6 critically valued social media success metrics.– Daily Story Feedback: http://facebook.com/insights– Klout– PostRank– Share of Voice– Inbound Links

REFERNCE

http://www.socialmediaexaminer.com/metrics-to-track-your-social-media-efforts/http://www.brafton.com/blog/social-media/solving-social-media-mystery-6-metrics-measure-successhttp://lighthouseinsights.in/fairlovely-blogger-campaign.html/