Lakme launched The Art of Gloss campaign in order to introduce the international “Gloss” trend in the Indian milieu for the first time. The main objective of the 4-month long campaign was not only to launch the new Lakme Gloss range, but also to make Gloss the new buzzword in makeup trends and digital conversations.

1. LAKME FASHION WEEK
W/F 14 LEARNINGS
By
The Glitch

2. LAKME FASHION WEEK
Glamour Fashion Trends
!
!
Celebrities Fashionistas Selfies

3. LFW AND GLITCH
• Lakme Fashion Week : August 20th-24th.
• We as Glitch have covered two LFW's. One
in March and one in August.

4. THE PROBLEM LAST LFW
• What we learnt in March was that though
Lakme sponsored/hosted LFW, Lakme as a
makeup brand was getting lost in the
conversations and coverage.

5. THE BIG PROBLEM
missing from

6. THE CHALLENGE
Highlight

7. THE SOLUTION
• LFW is apparel-centric, we wanted to keep
Lakme as a separate identity that spoke
about makeup looks, make up trends that
was seen on the runway.
• We wanted to be the spokesperson of
makeup as we are a makeup brand while
LFW spoke about clothes, designers etc.

8. HOW WE ACHIEVED THIS
• We set up a command centre. It was a
realtime analytics-based approach to push
Lakme & Gloss as the big buzzwords for
the season.

9. THE COMMAND CENTRE

10. WHAT THE COMMAND
CENTRE DID
• What hashtags were being used around the
event
• Whom people were talking about
• Tracking which celebrity/ influencer was
getting more traction at which point
• Who were talking about us and to us

11. WHAT THE COMMAND
CENTRE DID
• Mix of LIVE organic content creation
through FB, Twitter & Instagram & strategic
trend forecasting + robust response
management.
• Disruptive response management to plug
Gloss as the big word for the season.
• We had a screen which was live streaming
the event

12. PLATFORMS USED
• Facebook
• Twitter
• Instagram

13. THE CONTENT CHALLENGE
Urge users to go from a Long shot to a Close Up

14. THE STRATEGY
DISRUPT!

15. HOW WE DID IT
1. Image over Text
Image more important than text on creative.

16. HOW WE DID IT
2. Importance of key callout words
Key words like WIN, FREE, TREND ALERT etc to be
highlighted.

17. HOW WE DID IT
3. Organic imagery over design heavy imagery
Raw imagery works more than heavy design

18. HOW WE DID IT
4. High colour payoff in imagery
Across beauty brands, wherever there’s a high colour visual
payoff, there’s more interaction.

19. Strategy
5. Choice of conventionally pleasing aesthetic
Conventional beauty works better in the Indian milieu.

20. Strategy
6. Celebrity connect
Having celebrity faces connected to trends always gets
more interaction & engagement.

21. Strategy
7. Timings are key
Apt timings + Let posts breathe

22. Strategy
8. Test for best results
Select similar audiences and do a shallow test to learn
about variables

23. Strategy
7. Timings are key
Let updates gather heat... promote the best.

24. Strategy
!
12. Three-pronged response mechanism
1st: Respond to users responding to ‘Pick a shade’ posts
with a Decode

25. Strategy
!
!
2nd: Respond to selfie uploaders with a Gloss Addict
(product suggestion) plugin

26. Strategy
3rd: Respond fashion bloggers & influencers with a ‘Fashion
meets Makeup’ creative, highlighting a trend for the season

27. Strategy
13. Work like a 90’s American sitcom
Work in a series... Let each post stand out by itself

28. Strategy
13. Work like a 90’s American sitcom
Work in a series... Let each post stand out by itself

29. Strategy
13. Work like a 90’s American sitcom
Work in a series... Let each post stand out by itself

30. HOW WE WORKED AT THE
COMMAND CENTRE
• We used the first 3 days as the testing
period for all our strategies
• The final two days is when we used our
learnings to go all out and put media
money behind it.
• The command centre team, media buying
agency, Lakme team and the digital agency
all worked in sync and from one place.

31. HOW WE WORKED AT THE
COMMAND CENTRE
• Previously we didn't have availability to so
much data to use this kind of strategy in our
posts for LFW.
• This time we could see, measure, calculate,
predict and strategise in a matter of minutes
making us quicker in developing content and
also very accurate in generating content that
the audience wanted.

32. THE RESULTS
• We let posts breathe instead of bombarding
our audienece and it resulted in better
performance. Engagement rates on Twitter
post went as high as 12%, Facebook
engagement rates was the highest we had
seen.
• Sentiment Value of 89 on a scale of 0-100
was the biggest accomplishment for us.

33. THE RESULTS: FB
HIGH$ENGAGEMENT$POSTS$
DATE:$$$24/8/2014$
ENGAGEMENT$RATE:11%$
REACH:222,464$
$

34. THE RESULTS: FB
HIGH$ENGAGEMENT$POSTS$
HIGH$ENGAGEMENT$POSTS$
DATE:$$$24/8/2014$
ENGAGEMENT$RATE:11%$
REACH:222,464$
$
DATE:$$$24/8/2014$
ENGAGEMENT$RATE:2%$
REACH:543.744$
$

35. THE RESULTS: TWITTER

36. THE RESULTS: TWITTER

37. THE RESULTS: TWITTER

38. Results

39. Results
NEW$LIKES$
30589$$
30589 on Facebook over a 5 day period.

40. Results
Achieved a reach of 18million compared to estimated 8million in 5
days, on Facebook with an average engagement of 3.2%
4,28,237
27,19,014
50,73,301
46,71,613
37,18,705
13,97,202
1.10%
1.40%
1.9%
3%
3.9%
7.1%
60,00,000
50,00,000
40,00,000
30,00,000
20,00,000
10,00,000
-
Day 1- WEDNESDAY Day 2- THURSDAY Day 3-FRIDAY Day 4- SATURDAY Day 5 - Sunday MONDAY
8.00%
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
Reach and Engagement on FB
Impression eng Rate

41. Results
6
Achieved an avg. engagement Rate of 7% compared to estimated
engagement Rate of 3.5% in 5 days, on Twitter
20,258
1,21,965
90,722 78,029
75,702
46,012
6%
5%
6% 6%
8%
9%
10%
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
Day 1-
WEDNESDAY
Day 2- THURSDAY Day 3-FRIDAY Day 4- SATURDAY Day 5 - Sunday MONDAY
1,40,000
1,20,000
1,00,000
80,000
60,000
40,000
20,000
-
Reach Engage rate on twitter
impressions eng rate

42. Results
#GoesGlossy Trend Stats on twitter
Tag
Mentions
4,214
Eng rate
5.71%
Tweet
Impressions
0.08mn
Trend
Impressions
1.9mn
7
Sentiment was highly positive, standing at a whooping 89 for
Lakme, in a range of 0-100
Shilpa Shetty post generated the
maximum engagement peaking at 12%
and averaging out at 7.22%

43. EXTENDING THE CAMPAIGN
• We had Lakme Fashion Week patent leather
bags to be given away as a post Fashion Week
gratification
• We created a #GlossySkinIsIn contest

44. THE CONTEST
• It was a 3 day contest
• One day was a pre buzz where we seeded in
the hashtag and increased anticipation for the
contest

45. THE CONTEST
• Day 2: We held 4 flash contests through the
day. 2 hour contests with an hour long break
in the middle.
• We used the help of 3 bloggers to drive
traffic to our website.

46. THE CONTEST
• Day 3: We had a day long contest which
asked the audience- #GlossySkinIsIn
because..

47. POSITIVE SENTIMENTS

48. POSITIVE SENTIMENTS

49. THE RESULT
• We trended!!
• It was an
excellent close
to our entire
LFW leg and we
achieved to
make Lakme’s
new gloss
campaign stand
apart

50. Thank You!