Summary
Livon & MTV tapped into passion points of Indian youth to create content resonating with. For maximum impact the association had to be more than just in-show brand presence and product usage & thus Micro moments to enhance the brand's offering of ‘fab hair worthy of Supermodels' was created thus stating that YOU GOT A SUPERMODEL IN YOU!
Challenge
I want to have what she's having!" perfectly captures how women often come to try new beauty products For a tiny serum category with low awareness & relevance which is dwarfed by post wash behemoths like conditioners, we knew we not only had to strengthen relevance but also need to be seen being used & loved by the ‘right people' at the ‘right places'. Livon wanted to create brand aspiration by establishing a sharp distinct positioning of superlative glam in consumer's mind!
Objective
Create brand aspiration by establishing a sharp distinct positioning of superlative glam in the consumer's mind!Today's youth is a rock star in her own right - she is FUN & FAB, constantly seeking to make an impact & is on a task not to win friends but gain followers & admirers. Her anxieties are rooted in the fear of losing steam in her journey of being unstoppable, the fear of missing out on life experiences and the fear of being just ordinary. Given her identity and social context, beauty and grooming becomes of paramount importance to her.
Strategy
Youth are early adopters & get easily attracted to new trends. Instead of marketers using hard-selling techniques, it is better to involve and get them interested since they do not like people telling them what to do! Today's Youth has access to a plethora of content across multiple platforms which they consume basis their varied interest buckets. Thus it becomes imperative to weave the brand story into the content resonating with them Owing to all the above, the cut out for Livon was to create one-stop destination for superlative fashion & grooming to complement her super-stylishness thereby associating and collaborating with the best in beauty/fashion industry. After all, to strengthen relevance, the brand had to up its premium codes by being seen and being used by the ‘right people'
Data
To make Livon aspirational, we partnered with MTV's ‘SUPERMODEL OF THE YEAR' heady concoction of style & substance to make girls vie for Love & Livon • On-ground experiential – Creating curiosity & talk-ability about the show campus activation planned with pop-up photoshoot experience in largest student festival "Mood Indigo" • TV: o Brand mentions throughout the show o Dedicated Livon lounge giving fab makeovers to contestants o Customized livon hampers featuring the pictures of top 7 contestants on packs o Livon supermodel badge given to top performing contestant everyweek o Dedicated Livon tasks showcasing different livon variants by focusing on Hair THE HERO o Gratification like: Winner to feature in brands OOH campaign Advertorial spread in fashion magazines worth 10 million Campaigns & be the face on more than a 100 million Livon packs • DIGITAL: o #CatchThePink viewers took pictures of props placed in the bootcamp capturing the brand's unique pink colour o People's choice awards: Designed a contest for the die-hard viewers to choose their Winner as most of them feel that someone else deserves the title better o #HairDareChallenge: Supermodel badge winners demonstrated hairstyles that can be done under a minute using LIVON products o Daniel Bauer BTS videos : Every task showcased extraordinary hairstyles done by Daniel himself. He gave massive hair transformations based on different eras 60's, 70's, 80's & 90's to the contestants which were captured & put on the brands Instagram page for DIY o #InstaGlamChallenge: Anusha Dandekar the most stylish anchor threw #Instaglam challenge demonstrating celebrity hairstyles that one can DIY. o DIY Hairstyle videos: Roping in the contestants we created videos that showed how Livon range of products help us in creating different hairstyle
Solution
Livon & MTV tapped into passion points of Indian youth to create content resonating with. For maximum impact the association had to be more than just in-show brand presence and product usage & thus Micro moments to enhance the brand's offering of ‘fab hair worthy of Supermodels' was created • A serum brand to be projected as the best solution for Hair styling • Getting MTV to alter their content by Marrying Livon's communication goal with the sentiments of the content & the flow of the show making it look seamless • Most importantly to cope up with the ever changing & dynamic elements in the hair styling not making it look outdated • Maintaining a healthy balance by focusing on HAIR BEING THE HERO with enhancing the strong characteristic of contestants • Managing to rope in the best in the business influencers to vouch for the brand not just in the show but also by creating digital content with them
Results
• Brand's offtakes grew by 12% & consideration grew by 8% during the airing months • 58 MN viewers tuned into the show • VOOT: Delivered 45.83 MN+ views|150+ contest participation per week • Digital Contest: Reach - 658K | Impressions - 750K |Engagement - 194k |Views - 168k on INSTAGRAM • #HairDareChallenge: Reach - 1.53Mn |Impressions - 2.30Mn |Engagement - 106K |Views - 0.74Mn • BTS Video: Reach - 1.7Mn |Impressions - 1.9Mn| Engagement - 211K |Views - 577K • Digital: Total Reach – 294.9Mn | Total views – 45.83Mn |Total engagement – 22.46Mn
