Objective:
While all brides were getting dolled up for their wedding day, Lakmé Salon decided to put the bridesmaids into spotlight and bask glory for all the efforts they put in for their beloved one’s marriage.Lakmé took advantage of the ongoing wedding season to promote the bridal offerings at their salons with a contest called “Lakmé Salon- My Best Friend’s Bachelorette Party”.
Execution:
Pinterest was the chosen platform for this contest. They wanted users to flaunt their ideas for a bachelorette party for a friend or a relative. Participants are asked to create a board named ‘My Best Friend’s Bachelorette Party and pin one of the 11 brides from Lakmé Salon’s board along with pictures of things that would help them arrange a memorable bachelorette party. The link of their respective board is then submitted.
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Positives:
Rather than using the mainstream conventional social networks like Facebook, Twitter for the contest, Lakmé salon experimented with Pinterest, the newer social network, in a creative way. Identifying their target audience, they designed and implemented the contest keeping in mind the platform used.
The wedding season and their products have been well utilized to promote and increase awareness. Their website is also emphasizing on the bridal offers and the contest.
The campaign earns extra brownie points by apapting itself in such a nice manner according to the diverse Indian Culture!
They made the hashtag #BeautifulBrides mandatory with every pin, thus staying focused on the subject and for easy viewing or searching of pins.
Scope of Improvement:
Contest was limited to Pinterest users. The requirement of the contest is such that the participant has to be familiar with the way Pinterest works. New users will be confused and have low chances at winning.
They could have kept the contest more feasible for participation by running it simultaneously on other networks as well.
Conclusion:
The campaign sets an example for brands to initiate and run creative campaigns on Pinterest and gain maximum coverage across all platforms. The theme of the contest was well implemented but lacked buzz on social networks.
To participate in this contest visit Lakmé Salon's Pinterest page. The contest ends on 28th February, 2013. May the best Bridesmaid win!
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