social media case study on pond's perfect match
DESCRIPTION
TRANSCRIPT
![Page 1: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/1.jpg)
Leveraging White Beauty’s Perfect Match campaign
April – June 2012
A Social Media Marketing Case Study
![Page 2: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/2.jpg)
The Brief
The Goal - To leverage the concept of the Perfect Match via an application on Facebook
Key message driver - To establish Pond’s White Beauty as the perfect match for your skin
D
![Page 3: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/3.jpg)
D
• Upgrade mass fairness cream users to the new POND’S White Beauty
Business Objective
• Create a buzz for Pond’s White Beauty & the Perfect match application
• Drive key product message
Communication Objectives
![Page 4: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/4.jpg)
The Thought
D
Building up hype
Enhance the campaign with a
popular face
Live chat with Rannvijay on
Trending #perfectmatch on
Facebook Application
![Page 5: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/5.jpg)
D
Building up hype
Enormous response
to the generic updates building
up to perfect match
![Page 6: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/6.jpg)
Building up hype
D
![Page 7: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/7.jpg)
Stage I
D
An application that aggregates your information on Facebook for you to find your perfect match Click to find your
perfect match
![Page 8: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/8.jpg)
Stage II
D
The application scans your social DNA, (your likes, dislikes, status on walls etc.) and finds a Perfect Match from your friends list
![Page 9: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/9.jpg)
Stage III
D
Winners shortlisted on basis of their Perfect Match score with Rannvijay & their contest entry
![Page 10: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/10.jpg)
D
Amplifying the Idea of a “Dinner Date” with popular actor Rannvijay Singha
Why Rannvijay?Popular face on televisionFace of popular youth show
MTV RoadiesBig hit with the girls
The Perfect Match for our target audience!
![Page 11: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/11.jpg)
D
Perfect Match updates
Per postAverage likes – 400Average Comments – 50Average Shares - 40
![Page 12: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/12.jpg)
D
Perfect Match updates
Average engagement rate of 3% per post
![Page 13: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/13.jpg)
User generated content
Total fans increased organically – 11,482
![Page 14: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/14.jpg)
Trending #perfectmatch
Attempt to trend #perfectmatch along with a Twitter chat session with Rannvijay on 23rd May ‘12
D
![Page 15: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/15.jpg)
D
Building up to the chat & engaging fans with #perfectmatch
![Page 16: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/16.jpg)
D
Avg. no. of mentions per minute during the chat - 5
Total no. of questions asked by the number of followers - 557
Total no. of re-tweets - 61
![Page 17: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/17.jpg)
D
#perfectmatch Tweets
![Page 18: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/18.jpg)
D
Excerpts of chat with Rannvijay
In a span of 1 hour chatting with Rannvijay we received a total no. of 557 responses
![Page 19: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/19.jpg)
D
Continuing the conversation the next day
![Page 20: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/20.jpg)
D
#perfectmatch trended No.1 across 5 cities within a span of 15 minutes
![Page 21: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/21.jpg)
D
Within the next 30 minutes, #perfectmatch was trending nationally and internationally
Challenged and overtook big names in terms of trend popularity
#perfectmatch was also trending in the UAE
![Page 22: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/22.jpg)
D
Within 15 minutes
In 2 hours
In 30 hours
![Page 23: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/23.jpg)
Impact
# 1 trending topic India – non-Promoted, unpaid media
D
• # 1 hashtag on twitter in all 6 cities covered by Twitter, Mumbai, Delhi, Bangalore, Chennai, Bangalore & Hyderabad
• Average lifespan of #perfectmatch = 1860 minutes ~ 31 hours
![Page 24: Social Media Case Study on Pond's Perfect Match](https://reader036.vdocuments.net/reader036/viewer/2022062613/545117eaaf7959cc638b61e1/html5/thumbnails/24.jpg)
Windchimes Communications Pvt. [email protected] +91 - 22 - 2651 8610