Summary
Livon strategically solidified its leadership in post-wash serums by evolving into a comprehensive hairstyling destination. Targeting the dynamic youth demographic, the brand navigated pandemic-induced beauty growth and shifting media habits. Livon became a one-stop-shop for fashion and grooming, emphasizing aspirational hairstyling through partnerships, education, and AI-driven conversational marketing. Executed in three phases, this strategy resulted in 15% turnover increase with a 31% reduction in media spending, showcasing successful collaborations and a highly accurate AI-powered chatbot.
Challenge
Livon aimed to maintain its leadership position in the post-wash serum category by creating a One Stop Destination for Hairstyling with a range of hairstyling products and a digital hub for top-notch hairstyling tips. This would increase consideration to closure, leveraging strong brand awareness and 33% market share.
Objective
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 be trend setter. (Insights through internal Marico Research study) The pandemic catalyzed 95% growth in the beauty category, with a 38% increase in problem/solution hair care searches. Younger women aged 18-34, the core target audience, drove about 70% of the search queries. Core target audience's media consumption habits have changed, with multiple touchpoints, new formats, and winners being content/video, music, gaming, social, and online shopping.
Strategy
Livon aimed to be the one-stop-shop for fashion and grooming, partnering with industry leaders to complement their customers' style. To increase premium appeal and relevance, the brand had to activate multiple channels and be seen in the right places with the right people. Livon aimed to move beyond being just a brand that provides functional benefits to becoming an aspirational destination for hairstyling, with a focus on last-mile conversion. The brand developed three pillars to achieve this. First pillar: Partnered with empowering "Supermodel of the Year Season 2" on MTV for creating an aspirational brand image. Second pillar: Focused on education due to consumer trends favouring "how-to-use" queries over mere product awareness. Third pillar: Partnered with Gupshup for conversational marketing and immersive experience, with AI-based chatbots integrating into 30+ channels and advanced analytics capabilities to drive sales.
Data
The strategic execution was developed in three phases. First, a robust system was developed by a cross-functional team to understand every possible query combination raised by consumers, ensuring content understanding and communication identification at every pivotal point of the journey. Second, over 100 test runs were conducted with sample surveys and dipsticks in the demo market to deliver seamless interactions and closure. External market intelligence tools were also used to create over 100 communication pegs. Finally, the AI system was integrated through an API across social media and promoted through various channels, including search, social, and display platforms.
Solution
Results
Livon's turnover grew by +15% with a -31% cut in media spends. Livon's partnership with MTV Supermodel saw 2X growth in ratings, 1.5 MN viewers, and 30MN views on VOOT. Livon's AI-powered chatbot achieved a 97% accuracy rate and captured 907 leads in 15 days.
