Social Media Case Study: How Lakme Made their Followers Feel Royal During the Lakme Fashion Week

Brand Name

Lakme Fashion Week

Agency Name

Webchutney

For Lakme Fashion Week, Winter Festive 2013, they decided to involve 3 key social mediums- Facebook, Twitter and Vine.

Objective

The brief required them to get the audience to participate and relive Lakme Fashion Week in real-time with live updates, backstage footage and content that would engage and promote the event as being interesting and lively.

Execution

The entire campaign was executed in three phases.

Pre Launch:

This phase focused on creating a buzz about the event, with respect to the theme - Absolute Royal.

Facebook:

A Ticket To Fashion contest was launched on Facebook, wherein women were asked to share their Absolute Royal moment, in not less than 200 words, with an accompanying image.

Winners would receive passes to the event, enjoy special royal treatment at the Lakme Pro Stylist Lounge at Fashion Week, and one lucky winner would win a gorgeous Sabyasachi saree.

Twitter: #LikeAQueen

Their followers on Twitter were also given an opportunity to share their royal moment with a twit-pic. Here too, 6 followers were picked for the Lakme Fashion Week W/F 2013.

Launch:

This phase launched the Absolute Royal collection supported with content that was curated at the event.

Facebook:

Runway Renditions - This stream of content would display the best looks from runway that were stirring attention among women.

The Day That Was - A concise version of the entire day featuring the best designers, stand out collections, the show-stoppers and presentations.

Spotted @LakmeFW - This content was the Paparazzi section of the page that would display snapshots of celebrities.

In addition to the above, they also shared content curated from Official Bloggers.

Twitter: #AbsoluteRoyal, #LakmeFW

The entire event would consist of them speaking about designers and their collections, supported with the hashtag #AbsoluteRoyal and #LakmeFW.

Twit-pics from backstage, model looks, make-up and venue were shared via this hashtag, so that the audience could participate, share, RT and favorite their tweets.

Vine:

They leveraged Vine to capture all the fun moments of Fashion Week through six second videos to create a new experience of Fashion Week for their fans on Twitter. From backstage madness, to six second makeovers by Lakme's make-up expert Clint, and a fun showcase of the latest Lakme range - they gave their audience exclusive access to Fashion Week action in real-time. Vine was used as a tool instead of a network, and they leveraged it to create unique content for their Twitter page.

You can see more Vine videos for Lakme Fashion Week  here:

• Clint Fernandes
• Bloggers
• Couture by Vrisa

Vine videos were shared on their Twitter Timeline using the hashtags #absoluteroyal and #Lakmefw, so that viewers who would click on any of the hashtags for updates would get a glimpse of the Vine videos.

Post Launch

On Facebook:

Content curated at the event, like product reviews by bloggers, posts that the official bloggers have created integrating Lakme products, are now being shared.

On Pinterest:

Boards are being created for each designer, that showcase their best in the collection.

Results

400 new followers added in 5 days with Lakme currently standing at 3,438 followers.

Retweets by top designers such as Nikhil Thampi, Vikram Phadnis, Rocky S, Little Shilpa, Archana Kocchar, Sailexx, etc.