Kiehl’s India, a New York based beauty product brand, wanted to promote the launch of its store in Mumbai. An interesting Twitter campaign was created by the social media agency, MindShift Interactive with an objective to create buzz about the launch. The campaign not only procured 500 plus fans in less than a month but also was able to create lot of eyeballs among bloggers and Bollywood celebrities. This motivated me to explore more about the campaign.
Running contests creating brand awareness
There were daily and weekly contests to engage the community. Simple contests like MusicMonday wherein you were asked to post a song or song lyrics that defined and admired beauty and got a chance to win goodies from Kiehl’s. Weekly contests like clicking a picture with a Kiehl’s product you currently use and sharing it with the community to win a special Kiehl’s hamper. These contests were run based on insights like when followers are online and what are the peak timelines in a day with maximum interaction in the form of RT’s, replies and @mentions.
Engaging with the right audiences
Kiehl’s India Twitter actively engaged in health and beauty related tweets, creating meaningful and value-added conversations in the community. Influencers (@TheBlackSakura, @Giasaysthat, etc.) promoted the contest on their timelines keeping the interest of the community in mind.
Building insightful brand connect offline
An offline meet in Mumbai created the required excitement within the community who shared photos and experiences of the offline meet.
Leveraging influencer relations
Kiehl’s India connected with influential bloggers and tweeps to spread the word about the launch. A series of blogging and Twitter contests were run for fans by the influential online community, which gave back to their readers & followers creating personal interaction and rewards. Bollywood celebrities and the media also joined the bandwagon.
Understanding consumer sentiments
The Twitter campaign resulted in 350+ mentions talking about Kiehl’s launch party in Mumbai. And 270+ tweets using #KiehlsMumbai hashtags. An analysis of the tweets shows 61% positive sentiments and 25% neutral sentiments which in itself is good market survey. In less than a month, Kiehl’s India had 500+followers with 59 influential ones.
We’ve also provided the SlideShare presentation of the case study, which was shared by Zafar Rais, CEO at MindShift Interactive Pvt. Ltd. that gives more details.