I N T R O

Brand  Name:  VLCC  INDIA    Brand  Intro:  VLCC  aims  to  ensure  a  be7er  quality  of  life  for  everyone  by  shaping  people’s  confidence  and  making  Slimming,  Beauty  &  Health  accessible  to  all  sections  of  our  society    Platform:  Twi7er    Objective:  Provide  influencer'ʹs  with  compelling  conversation  hooks  to  create  buzz.      

B R I E F

On  Aug  20th  ,VLCC  India  floats  a  question  on  Twi7er  asking  what  is  the  most  beautiful  feeling  you  ever  had  or  wish  to  have?.    Hashtag  used  for  creating  virality  was  #feelingbeautiful  

S T A R T

First  Tweet  at  11:00  a.m  from  @VLCCIndia    #feelingbeautiful  Trends  in  India  at  12:29  p.m    #feelingbeautiful  becomes  top  trend  of  India  at  1:40  p.m  

Challenge  1:    Aug  20,  2012  was  a  Holiday  due  to  “EID”  festival  .  The  challenge  was  to  compete  with  conversations  around  #Eid  Mubarak      

Challenge  2:  India  had  defeated  Pakistan  by  one  wicket  at  the  #u19cwc  in  a  thrilling  match.  Lots  of  conversations  generated  on  #U19  #U19CWC    #Pakistan  &    #IndVsPak          

First  Tweet  at  11:00  a.m  from  @VLCCIndia  compels    followers  to  talk  about  their  experiences  related  to  topic  of  #feelingbeautiful.          

Around  12:15  p.m  Users    start  to  interactions  based  on  their  #feelingbeautiful  experiences  which  provides  us  a  position  on  Twi7er  Trends.    Challenge:  To  create  more  virality  &  conversations  for  becoming  the  TOP  Trend  in  India  

W H A T

We Did? “  We  then  started  interacting  with  the  users  to  Strengthen  the  emotional  connection  ”  

“  Building  relationships  by  responding  to  influencers  ”    

At  12:53  p.m  #FeelingBeautiful  reached  at  4th  position  of  Twi7er  Trends    Challenge:  To  create  more  conversations  &  fight  with  #U19CWC  ,  #IndVsPak  &  “Eid  Mubarak  for  top  position”  

W H A T

We Did? “  We  then  created  compelling  conversation  hooks  for  influencer'ʹs  to  enter  into  #feelingbeautiful  discussion”.  

“  conversation  hooks  ”  

At  1:29  p.m  #feelingbeautiful  reached  at  2th  position  of  Twi7er  Trends    Challenge:  To  create  more  conversations  &  reach  the  top  notch.  

By  1:30  p.m  (2  hours)  #feelingbeautiful  had  created  more  than  500+  tweets  &  .7  million  impressions.      

Around  1:35  p.m,  other  brands  also  tried  to  gain  the  virality  of  #feelingbeautiful  conversations.  

Finally,  at  1:40  p.m  #feelingbeautiful  was  Top  Trending  topic  in  India.    

#feelingbeautiful  was  Top  Trending  topic  in  India.  More  brands  joined  in  to  encash  the  virality  on  conversations.  

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Top  Users  on  the  basis  of    tweets    

0  10  20  30  40  50  60  70  80  90  

100   94  

81  

56   53  

20  17   15  

Top  Users  on  the  basis  of    impressions  received  

0  100000  200000  300000  400000  500000  600000  

700000  

800000  

900000   831792  

135270  76406   46064   45212   29075   28323  

Summary    #feelingbeautiful    

A  total    of  991+  conversations  were  recorded  with  

1.4M  impressions  generated  which  reached  .25M  followers  on  Twi7er  within  5  hours.    

“  All  the  data  mined  &  analyzed    was  with  our  proprietary  tools  “                                    Thank  You  

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