With Bold is Beautiful, Kosmoderma Clinics wanted to make women feel inspired, and celebrate beauty. The method chosen was different from usual skincare communications and instead focused on inspiring confidence.
Brand
Kosmoderma Skin, Hair & Laser Clinics
Agency
Rank Higher
Objective
The objective of the campaign was to increase visibility of Kosmoderma Skin, Hair & Laser Clinics' Facebook page . Also, they wanted to increase brand awareness and user engagement on Facebook.
Execution
Bold is Beautiful campaign was conceived based on true stories of women who have faced difficulties in life and yet have conquered them and succeeded.
Pictures of famous women who made a difference by being bold were shared on the brand's page.
Women were to share their stories with #BeBold and #Motivation.
The brand profiled their target audience basis age and gender. Kosmoderma primarily targetted females in the age group of 25 to 55.
The campaign shared chronicles of real life heroes such as Kalki Koechli and Bharti Singh. The stories were then on the brand's social pages.
Result
Bold is Beautiful received more than 15,000 shares and 56,000 Likes and reached over 1.5 million people organically.
Average post engagement increased by 400X because of the campaign. Total leads generated increased by 5X and cost of lead generation decreased by 50%.
The campaign managed to create decent buzz owing to the kind of content, inspiring users to go beyond cliches around beauty.
The brand managed to achieve its objective of creating engagement on Facebook through motivational content.
http://www.slideshare.net/SocialSamosa/bold-is-beautiful
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