amanteSocial content strategy

WHAT HAPPENED IN 2015

Celebrity Contests

Products Events

Content in 2015…

Launches:• BFF Collection• Sunburst collection• Enigma collection• Moonstruck collection• D-fine range+2 others

Event-related:• #LakmeFashionWeek, #amanteLFW, #PinkCouch,

#LetsTalkLingerie• #affairwithamante

Offline activation:• #FitforConfidence

Online contests/campaigns:• #UnhookTheTreasure• #BecauseMomSaidSo• #GetSensuous• #ImACalendarGirl• #CelebrateWithamante• #ditchthecliché (V-day)• #StyleItWithAmante• #BeSummerReady

Content Performance across Social Platforms

Platform Performance of product-led posts

Performance of contests Performance of events/tie-ups posts

Facebook Product related posts such as match the right lingerie, mood board, educative post like lingerie types, sale posts are performing really well in terms of engagement.

#UnhookTheTreasure and #amanteSale – these contests performed well.

Social media events such as #LakmeFashionWeek, #amanteLFW, #amanrePinkCouch, #LetsTalkLingerie, #affairwithamante performed well.

Twitter Mood boards, lingerie types, fitness posts are performing well as compared to other posts.

All the contest are quite successful in terms of engagement and gaining followers

All the events have very well compared to other platforms

Instagram Fitness, lingerie types are having more likes compared to other posts

This platform is slowly picking up and there is a steady increase in the number of active followers

Image-based content, rather than just brand-led content, really works really well when combined with influencer activity.

HOW DID WE FARE IN 2015?

Facebook Twitter Instagram

What the pundits say?

The average page has an organic reach of 6%

1%-2% is an healthy engagement rate for brands

3%-5% is a good average engagement rate to pursue

How we fared? 52% 2.93% NA

HOW DID WE FARE IN 2015?

Facebook fans 19.98%Twitter followers 165.07%Instagram followers 497.83%

Av. Growth Rate in 2015

THE TAKEAWAYS...

TG responds well to experiences & lives of people.

Lack of variety slowed us down. (Intensive celebrity coverage + product-only posts was the staple for the larger part of the calendar year.)

The TG likes to be involved in activations offsite.

The TG consumes lifestyle-related content.

2016: COURSE CORRECTIONS

Due to changes in the algorithm, possibility is less now to organically reach our TG at peak times.

Engagement is high during contests, however post contest there ‘s a dip in the engagement rate.

This is a medium primarily driven by user participation, but this is not the case here.

The focus on YouTube should be renewed because they drive traffic and produce excellent search results.

Recent reports suggest a surge in India’s Pinterest users. Need to capitalize on this platform because of rich repository of content that we own.

Need to experiment posting at hours (8 am) before our TG comes online.

Twitter has recently started with the autoplay of videos and GIFs, so we can explore this with engaging Vine videos.

• Need to increase the level of UGC engagement.

• Give the followers more to chew on than product content.

Videos on YouTube will be part of a wider campaign. With over 60 million unique users in India, India is among the top five content countries for YouTube globally.

THE GOAL & THE CHANNELS

To achieve 4% average engagement rate across all primary channels by showcasing the brand experience with earned and owned content.

Primary channels Secondary channels

OUR TWO-FOLD APPROACH

Showcasing experiences

Story-telling approach

Brand engagement

Showcasing experiences with user-driven content that helps build dialog

Creating content assets with video-based story-telling approach

2016: THE WAY FORWARD

Showcase stories about people’s experiences &

lives

Build curiosity

Deliver information that helps associate

with the TGConnect Show the human

side of the brandEngage

TAKEAWAY#1:TG responds well to experiences & lives of people.

TAKEAWAY#2:The TG consumes lifestyle-related content.

TAKEAWAY#3:The TG likes to be involved in activations offsite.

OUR GIRLS: WHAT THEY LIKEThese, in effect, are the lifestyle needs/statements of the TG.

PARTY

SPORTSFASHION

FRIENDSWORK

MUSIC

FILMSqUotEs HUMOUR

eventsPg.3food

accessories

SATIATING THEIR NEEDS

External style motivation

Fashion & shopping

engagement

What the TG wants…

Stories / experiences

Tips & ideas

Quotes & humour

Fashion, Party, Events, Pg. 3 celebrities

Fashion, Party, Events, Accessories

Friends, Pg. 3 celebrities

Fashion, Food, Work, Music, Sports , Film, Accessories

Pg. 3 celebrities, Food, Work, Music, Sports , Film, Accessories

Celebrity Style/Lifestyle

Products/Brand Events

TG needs

CONTENT PILLARS FOR 2016

Suggest replacing the surplus of contest posts with style & lifestyle related content

B.U.I.L.D. C.U.R.I.O.U.S.I.T.Y

B.U.I.L.D. C.U.R.I.O.U.S.I.T.Y+

C.O.N.N.E.C.T

B.U.I.L.D. C.U.R.I.O.U.S.I.T.Y+

C.O.N.N.E.C.T+

E.N.G.A.G.E

Celebrity Style/Lifestyle

Products/Brand Events

TG needs

CONTENT PILLARS FOR 2016

External style motivation

External style motivation

Fashion & shopping

engagement

Stories / experiences

Tips & ideas

Fashion & shopping

engagement

Quotes & humour

• BEHIND THE SCENES

• CURATED CONTENT• GUEST BLOGGERS

CONTENT TYPE • POSTS

• BEHIND THE SCENES

CONTENT TYPE

• BRAND STORY• PRODUCT POSTS• LAUNCHES

CONTENT TYPE

• LAUNCHES• CONTESTS• BEHIND THE SCENES

CONTENT TYPE

THE RENEWED FOCUS ON VIDEOS: A SNEAK PEEK

Data shows that video consumption by our TG is on par with that of regular photo posts. This type of content need to be spearheaded by influencer activity with some brand-owned assets.

• Behind-the-Scenes—Launches, products, stores, visual merchandising, etc• Stories/Experiences—Curated content (Bloggers on Instagram, Twitter influencers)• Tips & ideas• Events• Photo stitch videos• Styling instructions• Reality bytes

CURATE CONTENT THAT OUR TG LOVESWhat blogs do our prospect reads? If we can list them, we can share posts about these blogs.

INSIGHT

Fashionistas and style icons have their captive audiences. And these are the places where our prospects frequent.

IDEAPosting nuggets of information from these icon’ blogs, linking them back to their blogs, and reaching out to our TG and prospects shall help in keeping the engagement factor up.

#ShapeHelpers

CREATE ASSETS WITH HELP FROM “OUTSIDE”Giving a platform for upcoming stylists, designers & trendsetters will help in building a community around our brand.

INSIGHTNo one likes a preachy, self-righteous, judgmental view on style. People are always open to any style related tips.

IDEAOnce a month interaction—it can be a week-long sharing of comments & tips with humor, lasting not more than an hour a day.

#amanteStories

GET BEHIND-THE-SCENESPost interesting behind-the-scenes photos & videos in the run-up to any launch—be it a store, product, or event.

INSIGHT

Showing your audience what’s going on behind the scenes is incredibly useful. It’s more interesting and often more educating than regular content, which is why transparency is powerful.

IDEALet’s not focus on the product or brand, but on the lifestyle statements of the TG.

#amantePeekABoo

SHADES OF amantePost photos or videos that have nothing to do with the products or business: Instead, they convey the feeling behind the brand. 

Starbucks shares photos on Instagram to associate their brand with sunshine, warmth, and good friends (not just coffee).

#ShadesOfamante

amante can do such videos after every shoot of its different collections. In fact, we can have these videos for party wear lingerie, bridal lingerie, etc. These videos involve only editing and processing and no shoot as the already existing photoshoot pictures can be used.

PHOTO-STITCH VIDEOSSimilar to a photo collage, but in the form of a video, these involve model photos in different apparels streaming back to back.

All About You by Deepika Padukone’s video on Party Edit (https://www.facebook.com/AllAboutYoufromDeepikaPadukone/videos/192635914419219/?theater)

#amanteStream

STYLING INSTRUCTIONSEducational videos do well for brands in the apparel space. We can explore the same with lingerie & styling. Videos on fit, tips, hacks, fitness can be done.

Myntra’s video on how to style yourself, VERO MODA’s video on party wear:https://www.facebook.com/myntra/videos/10152922535588221/?theaterhttps://www.facebook.com/VeroModaIndia/videos/938793316158259/?theaterhttps://www.facebook.com/VeroModaIndia/videos/907399949297596/?theater

#amanteStyle

REALITY BYTESIn these social experiment videos, we can make a bunch of people experience a certain product of ours and shoot their reactions.

https://www.facebook.com/DoveIndia/videos/805704189524058/?theaterhttps://www.facebook.com/DoveIndia/videos/798835393544271/?theater

#StyleBytes

PLATFORMS & THEIR CONTENTS

• Brand posts

• #amanteStories• #ShadesOfamante• #StyleBytes• #amanteStream

• Product posts• Brand posts

• #amantePeekABoo• #ShapeHelpers• #ShadesOfamante• #amanteStyle• #StyleBytes

• Quotes• Celebrity• Events

• #amantePeekABoo• #ShapeHelpers• #ShadesOfamante• #StyleBytes

• Product posts• Brand posts

TARGETTED KPIs

Criteria Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Est Rate for 2016

Facebook fans 149534 150655 151823 152430 152963 154608 156154 157715 162447 165696 169010 174080 16%Total fan engagements 7851 5273 6073 3430 1912 6571 1952 3943 4873 7042 2113 4352

FB engagement rate 5.25% 3.50% 4.00% 2.25% 1.25% 4.25% 1.25% 2.50% 3.00% 4.25% 1.25% 2.50%

Twitter followers 1458 1469 1481 1486 1492 1508 1513 1524 1535 1551 1557 1567 7%Twitter engagement rate 4% 3% 2% 2% 2% 3% 2% 3% 2% 3% 2% 4%

Instagram followers 1471 1618 1813 1994 2233 2568 2953 3130 3318 3517 3728 4101 179%

2016