Summary
Basis this system, the campaign achieved an overall 3/5 which is over category benchmark and bifurcated as per below: 1) Avg. Time Spent: 2.5 out of benchmark of 0-1 2) Bounce Rates: 4 out of benchmark of 2-3 3) Cost/ Page View: 3.2 out of benchmark of 2
Challenge
For a consumer-evolved younger women audience between 18-34 years, avoiding hard-selling techniques and focusing on ‘The Future of Beauty is Experiential' was integral. Along with Google x Kantar Study Results on our Category TG, We created 3 C's Framework that focused on 3 strategic pillar approaches – Creative, Communication & Channel Customization. Our communication goal was to build advocacy among women that not only influences other women but moves the mind metric of the consumers as a ‘hair expert solution brand'. But the question was how? After rigorous research on hair care and styling, our focus was on leveraging top search phrases (long tail), multiple and newer formats, educative content, creating brand aspiration, and addressing the basics of hair styling queries that will build brand advocacy through communication.
Objective
The shift in Consumer & Market behaviour had impacted the category post the covid-19 crisis. Like all other verticals, the pandemic impeded the beauty category not only causing a shift into digital first for purchasing products but also usage behaviour changed. Google's mobility report showcased a decline in footfalls to Salons/ Parlours giving rise to new emerging trends in searches such as ‘DIY-hair' & ‘How-to-use' related queries. Consumers media consumption habit also changed, new avenues were being explored along with newer formats. In addition, the brand like Livon within the category was being dwarfed by Competitors, New Entrants, Mid-Small players & Post Wash Behemoths like conditioners. This Marico's flagship product wanted to go beyond its serum product brand and establish itself as ‘Your stylist in a bottle'. Every women's notion of "I want to have what she's having!" perfectly captures how the TG often comes to try new beauty products. While awareness for Livon and its products is quite high, consideration & driving advocacy was the biggest brand challenge. Livon wanted to build brand aspiration and establish its unique connection of 'Salon Smooth Hair for Easy Styling' by creating memorable & relatable experiences.
Strategy
To capture the attention of the fashion-forward women demographic, a strategic approach was necessary, including the use of the right media channels and personalized messaging. The chosen medium for this campaign was Femina x Livon, given its strong social presence and offline circulation, as well as its positive perception among the target audience. The campaign's concept focused on providing easy-to-follow hairstyling tips and creating an online Beautypedia for hair solutions. The campaign was further bolstered by the endorsement of celebrity stylist Daniel Bauer, ensuring its reach and success. Our partner choice 'FEMINA' allowed us to create 15 Content Pillars, including videos, articles, and social media presence, with over 135 unique pieces of content with industry-affluent and micro-influencers. This helped establish brand experiences by building strong relationships and connections with audiences. This was executed through 20 long-form and 20 short-form videos with celebrity stylist Daniel Bauer, 10 Category A and B influencers, and 12 articles in Hindi, Bengali, and Tamil. The content was amplified on Livon and Femina`s social media platforms. Additionally, we hosted live sessions with influencers on Femina's social media.
Data
After 12 month long of pre and post analysis of the activity, The campaign not only surpassed the estimated of over 20Mn Reach and 5Mn+ Views but also increased readership by over 8% and achieved engagement by over 26% compared to category & brand benchmarks resulting 1Mn+ in unique absolutes - There was an increase in brand searches by over 25% capturing more than 50% of competition SOV. - We also witnessed an incline in search trends for problem/solution related queries with Livon included in each query raised which was over 40%. - The surge in search queries and trends lasted its impact on the overall category even post 3 months of the campaign end. - Brand Engagements on Brand's Digital Assets like website/ Social Media pages increased by 15-20% in organic followers as well as per post engagement The above results was not it. What differentiated the campaigns success and its uniqueness is creating a Composite Scoring Model that is created by the brand and sphere headed by Madison basis historic data and industry benchmarks.
Solution
Results
Estimated 20Mn Reach and 5Mn+ Views Readership increased by over 8% and achieved engagement by over 26% Increase in brand searches by 25% capturing more than 50% of competition SOV. Brand Engagements on Brand Digital Assets increased by 15-20% in organic followers Problem/solution-related queries with Livon raised by 40%
