Revised Final Faces Proposal
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The document discusses a strategy for building a strong online story for the Faces beauty brand to break through clutter and stand out. It begins with an analysis of where the brand currently stands, noting that while it wants to promote a different kind of radiant, strong and individualistic beauty, it is missing a strong overarching narrative to connect its messaging. It then reviews competitors' approaches before outlining trends in the beauty industry and target audiences. The proposed strategic approach is to celebrate womanhood and remind women of their inner and outer beauty through stories and memories. Creative routes include engaging users through selfies, collaborations, videos of women achievers, and a wedding series with a brand ambassador.
Revised Final Faces Proposal
- 2. 2 1. Who We Are 2. Challenge 3. Competition Mapping 4. Trends & Insights 5. Strategy 6. Creative Routes 7. How We Do It 8. Costs 9. Annexure Today
- 3. MSLGROUP Global reach 3 The largest agency in Greater China, India and Europe 100+ Offices 26 Countries 3,000+ Staff MSLGROUP Office Affiliate Office
- 4. Art + Code + Copy 100 people 4 cities SOCIAL MEDIA STRATEGY / RICH CONTENT / COMMUNITIES / design / APPS / activations / INFLUENCER ENGAGEMENT / PROPRIETARY TOOLS PAY PER PERFORMANCE MEDIA WEBSITE ADWORDS SOCIAL SEARCH LISTENING CAMPAIGNS ADVERTISING
- 5. The Challenge How do we build a strong story online for Faces to break the clutter and stand out?
- 7. Our story right now While the brand wants to talk about a ‘different kind of beauty’which is radiant, strong and individualistic, the bigger brand promise is missing. The current digital story of Faces on does not have a strong overarching narrative. The mission to inspire women of today to stay gorgeous does not come through. On social while beauty tips, DIYs, quotes are being shared, simply talking about product benefits does not resonate with the audience. The brand needs to stay close & connected through fresh & thoughtful content through the year
- 8. What other brands are saying… • Maybelline is an American makeup brand sold worldwide in affordable prices. • Their tagline is ‘Maybe she’s born with it, maybe its Maybelline’ • Their content focuses on their products, Make up tutorials, latest fashion trend, Make up by the mood, Deals etc. • Followers: Facebook(3.6 M) & Instagram(49.2k)
- 9. • L’oreal is a French cosmetics and beauty company, engages in the manufacture and sale of beauty and hair products • Their tagline is ‘Because You’re worth it’ • Their content focuses on their products, Make up tutorials, testimonials, deals, and beauty diaries of bloggers. • Followers: Facebook(3 M) & Instagram(62.1k) What other brands are saying…
- 10. • Revlon is an American cosmetic for skin care, fragrance, and Personal Care. Pricing is done for the mid-level consumers as it neither too high nor too low priced. The company owns approximately 20-25 % of the domestic cosmetic market share. • Along with product promotions, the page has a lot of generic content • Followers: Facebook(1.5 M) & Instagram(538k) What other brands are saying…
- 11. • Lakmé is owned by Unilever. This brand also sponsors the Lakme Fashion Week (LFW) twice a year. Also operates Lakme beauty salons across India. • DIY videos- has it’s own studio of style which talks about various trendy looks and how to get them. • Followers: Facebook(2.5 M) & Instagram(39.2k) What other brands are saying…
- 12. Trends & Insights Who is the Great Indian Beauty? Audience Segmentation Key Industry Facts
- 13. The Great Indian Beauty! Brand trust matters a lot to her Values authenticity and needs products that take care of her skin! Needs guidance to use advanced make- up products and a trend seeker Loves experimenting with her look, but likes her comfort as well! craves testimonials from experts !
- 14. 14 WORKING MOTHERS Their shopping depends upon the comfort and time availability. Does not like to experiment much with their looks. Not so internet savvy, like to get good deals at an affordable price. Working mothers are in the age group of 28-40 years are in Sec A & Sec B cities Audience size- There are 6.5 million users in the age
- 15. 15 COLLEGE GOERS Aspirational consumer who recently have started using mobile internet and mostly depends on parents for pocket-money. They are the trend setters and look upto celebrities & influencers for beauty tips. They are largely influenced by their peers, a need to maintain their status quo. The age bracket is 16-22 years & are in Sec A & Sec B cities ‘VALUE FOR MONEY’ & ‘VERSATILITY’ are key factors for purchase. Audience size- There are 15 million users in the age
- 16. 16 FIRST TIME MAKE-UP USERS Women who are new to the world of make up and are willing to experiment with their looks. They are looking to seek attention and look good at the same time. Wants to try new things in the market which match her style. Will check all pros and cons before using any product. Women in age bracket of 18-26 years fall in this category & are in Sec A & Sec B cities Audience size- There are 19 million users in the age
- 17. Women are spending more on cosmetics as they are actively earning and spending money on grooming themselves Cosmetics and personal care is the biggest category capturing 35 per cent share, followed by wellness products and household goods. Color cosmetics registered strong growth primarily driven by mascara(28%), eye liner(26%), blusher(25%) and eye shadow(24%) in current value terms in 2014 According to ASSOCHAM the size of India's cosmetics market will rise by almost a half to 1.4 billion dollars in the next two-three years Internet retailing in India is expected to register the strongest growth in terms of retail value sales, sales of beauty and personal care products via this channel will also increase.
- 19. Key Cultural Insight Women of today want to capture attention with her looks yet she is independent, fierce and ambitious
- 20. Key industry Insight They are spending more on cosmetics as they are actively earning and spending money on grooming themselves.
- 21. Key Brand Insight Faces is a brand that respects individuality, spontaneity and freedom. They want women to feel gorgeous inside & out .
- 22. Key industry Insight They are spending more on cosmetics as they are actively earning and spending money on grooming themselves Key Cultural Insight Women of today want to capture attention with her looks yet she is independent, fierce and ambitious The STRATEGY At faces, beauty has a bigger purpose. It means so much more than just a few dabs & strokes of a brush. We celebrates womanhood. We remind you that, #YOUAREBEAUTIFUL Key brand insight Faces is a brand that respects individuality, spontaneity and freedom. They want women to feel gorgeous inside & out
- 23. adventurecalm Values Benefits LONG FORMAT / VIDEO CELEBRATING DISRUPTION new crossover champions Asif kapadia Short format- regular posts
- 24. The New Brand Voice ‘You Are Beautiful’ “Celebrate the journey of womanhood, through triumphs & defeats, through laughter & tears because being beautiful is just who you are.. It's about loving yourself It's about taking risks & emerging victorious . Because Being Beautiful is being yourself”
- 25. Narrative A woman progresses through various stages in her life. She evolves from being a protected daughter to an independent and confident woman. She overcomes all self-doubts about herself and grows to become comfortable in her own skin. Her roles are ever changing, dynamic & demanding. Her perspective on things change with time. The woman of today looks up to herself. She finds inspiration within. For FACES to make some space in her world, she needs to be proud of her flaws. She isn’t looking for something that’ll transform her into a princess. She’s just looking for something that’ll make her feel gorgeous from within, more than just making her look gorgeous.
- 26. NostalgiaChange Values Benefits Remind women of their beauty through stories & memories
- 28. 28 OUTCOME AWARENESS OUTCOME INTEREST OUTCOME ADVOCACY OUTCOME PURCHASE OUR PROPERTY Re-Inventing the Communications APPROACH
- 29. 29 OUTCOME awareness OUTCOME INTEREST OUTCOME Brand love OUTCOME PURCHASE Youarebeautiful Re-Inventing the Communications APPROACH Talk engage Evangelize ignite
- 30. 30 our voice Youarebeautiful The great Indian beauty NATIVE CONTENT Partnerships NATIVE ADVERTISING PAID INFLUENCER BOOSTS DISPLAY ADS Beauty communities SEARCH Beauty & lifestyle bloggers/influencer s DIRECT Re-Shaping The Communication Ecosystem website SOCIAL ACTIVATIONS & EVENTS
- 31. CREATIVE ROUTES
- 32. Talk
- 33. #TOUCH UP FOR SELFIE What do you do before clicking a selfie to get the perfect picture? We ask people to write down what they do, on a placard before clicking a picture like putting an eyeliner, changing a shirt etc. They click a picture with that placard and post it on their Instagram handles. This can be amplified on all social media platforms. Platforms: talk OUTCOME AWAreness
- 34. talk COLLABORATIONS: 34 Collaborate with BuzzFeed, ScoopWoop, Popxo for articles on fashion and lifestyle. This will bring in a lot of traffic to or social platforms and also showcase authenticity. OUTCOME AWAreness
- 35. Ignite
- 36. 36 Every day you make tons of faces, ‘The Work face’, ‘The Cook Face’, ‘The Face of Honesty’. Picking women achievers who stand out in male dominated stereotypes such as the Army, Video Gaming, and Drivers etc. and create a video of them talking about the various faces they make every day and throughout their life. On our social assets, users can submit their photographs and share their stories. Most inspiring stories will be made into videos which can be shared on our youtube channel Platforms: #MY FACESignite OUTCOME interest
- 37. 37 WEDDING BONANZA Our brand ambassador/ celebrity will take a tour in different cities where she will surprise a bride from each city. During the time where the bride prepares for her wedding, she visits her to give her health and beauty tips and give her a Faces product which the bride applies on her wedding. A video series on weddings will be made. Platform: On-ground ignite OUTCOME interest
- 38. Engage
- 39. #LOOKS IN VOGUE 39 Position ourselves as the master of fashion & beauty by giving the perfect look to people for all the occasions. Share make-up tips for the right occasion & build a series of small videos that people can watch and share. The Office Look, The Night Out Look, The Summer Brunch Look, The Holiday Look and The Celebration Look. Ask people to share pictures of their look for various occasions explaining their look with tips for others to follow. The best ones win goodies. Platform: ENGAGE OUTCOME PURCHASE
- 40. #BEAUTIFUL FACES PROJECT 40 Make a look-book where the models are common people. Girls like us, simple and beautiful in their own way. Invite people to send in their entries and we feature them in a curated look-book with different make-ups Platform: ENGAGE OUTCOME PURCHASE Phase I
- 41. #BEAUTIFUL FACES PROJECT 41 Participants from the look book campaign will be used as brand champs through a fashion show. Collaborate with the fashion brands such as Bhane, and Koovs and host the fashion show where the focus lies on beautiful women in real life. While Koovs targets college goers, Bhane caters to a more matured audience. On social we invite our consumers to share their best ensemble to stand a chance to be a part of the fashion show ENGAGE OUTCOME PURCHASE Phase ii
- 42. 42 #COUPLING OVER FACES People who appreciate your real beauty are the ones you stay with. Participate in contests, bond with your loved one and win exciting hampers from Faces. Example: Coupling with your boyfriend: Make a video where your boyfriend applies make up on your face. Share the results on other social media platforms and the most beautiful ones win exciting prizes from faces. Taking the help of Instagram influencers- Sherry Shroff and Vaibhav Talwar, we can influence masses to participate. Platforms: Microsite ENGAGE OUTCOME PURCHASE
- 43. #FIT IN A BIT 43 To take a front foot and inculcate fitness habits in women because real beauty rests in a healthy mind. Write to Faces, to share their Fit In A Bit hacks and produce a small video with a strong call to action asking women to fight for overall fitness and not just beauty. A 30 day challenge on Instagram and 15-seconds long inspirational videos from ‘crash and burn’ workouts. And amplification on other platforms Regular posts about how to stay healthy, fit and happy! Platform: ENGAGE OUTCOME PURCHASE
- 44. #FacesDubs 44 Get people to engage using video as a medium that is easy to share. Dubsmash videos are casual close up videos made on mobile phones. Asking people to dress up their best, with their best make up on and share close up video of their favorite movie dialogues. The most interesting entry will win Faces goodies. This can be done across social media channels Platforms: ENGAGE OUTCOME PURCHASE
- 45. 45 Hold sessions about : 1. Top products for the coming quarter (online trunk shows) 2. Trends forecast 3. Q&A 4. Best make up tutorials 5. Style Guide Team up with social commentators, beauty editors – Vogue, Elle, Cosmopolitan, etc. to host a monthly tips and tricks session. The Google Hangouts can be recorded in HD and syndicated with help of native advertising tools. This content can also be repurposed to produce a quarter/annual round up for new fans and followers. Offline – Galaxy Hangout at Faces HQ with five top experts of the year. Invite top beauty bloggers for a short beauty summit. ENGAGE OUTCOME PURCHASE #HANGOUT WITH FACES
- 46. evangelize
- 47. #A MILLION FACES: 47 Commission a photo-lead street style beauty project to an expert photo blogger like Manou or Roycin D'souza in Mumbai A twenty day project where they capture the city’s Beauty Quotient through a camera lens Each day three stylish city dwellers get featured on the official Facebook page and Twitter handle Create a virtual album of the most stylish real people, branded and owned by Faces What do we aim to achieve? Bank of unique images that can be shared online to further generate conversation Conversation online and in traditional media evangelize OUTCOME Brand love
- 48. #RECCOS FROM USERS 48 Let woman share their tales/ experience of using a product and how it helped them They can share videos, before and after pictures etc. To keep it ongoing, we share different topics every month We gratify them with a beauty kit and share their testimonial on social assets Platform: evangelize OUTCOME Brand love
- 49. #GORGEOUS EVERY DAY, EVERY WAY! 49 Every woman of any age is always curious to know about their appearance and dislikes one or the other feature in their body or face. Create a microsite and ask the women to fill up a form about their appearance. With the answers about what they dislike about their appearance, we send them personalized gifts, discounts, vouchers and compliments related to the feedback as a surprise. Platforms: Microsite evangelize OUTCOME Brand love
- 50. Blogger outreach
- 51. Farah Dhukai Total Make-up Junkie Mr. Jovita George Make Me Up 89 Shruti Anand Make-up Channels
- 52. Naina Redhu Akanksha Redhu Miss Malini Payal and Priyanka Anushka HajelaAayushi Bangur Manou Tyagi
- 53. Corporate social responsibility For year two, Faces should shift focus to campaigns that are ‘cause’ led which will amplify beauty with a purpose
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- 58. Generic posts
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- 63. How do we do it? + Content Framework + Measurement Framework + The first 90 days + Team Structure
- 64. We Think & Act Like a Publisher 64 #YouareBeautiful THEMES THEMES THEMES STORY STORY STORY STORY STORY STORY STORY STORY STORY COMMUNITY ENGAGEMENT Our Content Strategy
- 65. Content Break Up Products posts 40% Generic posts 40% Topical posts 20%
- 66. TALK EXCITE ENGAGE EMPOWER OBJECTIVES AWARENESS INTEREST PURCHASE ADVOCACY PAID Interaction Rate Cost Per Lead Cost Per Conversion Affiliate Leads OWNED Leads/Traffic Leads/Uniques Organic Conversion Published Testimonials EARNED SERPs / Traffic to landing pages Message delivery Increase in opportunities to see a key message No of applications Stories driven from in-app shares Measurement Framework
- 67. The First 90 Days
- 68. 68 How we are organized
- 69. Annexure + Popular Blogs & Communities + Team + Case Studies
- 70. Popular Beauty Communities: Lifestyle Blogs and Instagrammers Platforms like POP XO are very popular amongst the youth. Beauty and style bloggers have a good following on instagram
- 71. Popular Beauty Communities: Beauty and Style Bloggers and Youtubers Beauty and style blog have now become youtubers to make the experience of style more visual and real. Srishti from Style fashion etc. is a popular Beauty and style influencer.
- 72. Case Studies
- 73. Fashion at Big Bazaar Case study 73 Strong content strategy to drive business — Big Bazaar is India's leading super market having over 200 stores across India. The clothing arm of Big Bazaar is called Fashion at Big Bazaar (FBB). To engage with customers and drive footfalls to stores, our team, focused on creating youth oriented content strategy. This was approach was then combined with digital activations, showcases and properties. We enabled the FBB India website to uniquely showcase collections through videos - designed to autoplay on scroll. The team also strategized and ran The Big Denim festival, a crowd-sourced activation of the best moments in jeans linked to store coupons. A series of engagement activities - both in-store and offline - to change the image of the brand and make it more youth friendly were created. On social media, the brand was recognised as the most engaged fashion brand on Facebook.
- 74. Rock N Shop Case study 74 Reaching out to the fashion crème de la crème — Rock N Shop is an ultra luxury e-commerce portal for fashion. The brand asked us to manage their digital launch and subsequent social media engagement. Our team created programs and used influencers to reach a very niche digital audience. This was done through a series of contests and visually rich content. Rock N Shop consistently tells the story of its eternal love affair with fashion and all things stylish. Since their creation in December 2013, the multiple Rock N Shop social properties have a fan base of approximately 4500 people interested in buying ultra luxury fashion in India
- 75. The Love Affair – Rock n Shop Case study 75 Narrating a story for a brand through key influencers — For Rock n Shop, we launched The Love Affair campaign which focused on highlighting how the love for fashion is eternal and undying. The campaign focused on using influencer videos. We created 5 videos with influencers as they expressed their love of fashion. Subsequently we also produced a mashup using these videos to keep people guessing about the true love story. The story of Rock N Shop was narrated through the #LoveAffair series of videos. We generated over 10,000 views for these videos leading to traffic on the E-Commerce site at launch.
- 76. Pearl Academy Case study 76 Making an educational institute interesting — Pearl Academy is a private higher education institute in India, offering undergraduate, postgraduate and diploma courses in design, fashion and business. Our aim was to create an engaging digital platform with students, alumni and prospects. We used a combination of annual properties, real time content from campuses and thought-leadership initiatives to achieve increased engagement and intake. A clear content strategy covering three pillars of thought leadership, course content and student / alumni activities have driven the social engagement for Pearl academy including the highly successful launch of a new campus in Mumbai. In addition, we created strategic activations which are now annual properties like My School Rocks, My Super Teacher and the Peoples Choice awards; each with a unique insight and direct impact on the academies image and admissions.
- 77. eBay India Case study 77 Making eBay India's Preferred e-Commerce Brand — eBay Inc. is an e-commerce company, providing consumer to consumer & business to consumer sales services via Internet. MSLGROUP was briefed with the objective of making eBay the preferred ecommerce brand in India. Following research on Indian household purchasing habits, our strategy was to substantially increase engagement with women on its Facebook page and look to mimic the Indian-style shopping experience of personal attention and good customer service through social media. The campaign resulted in eBay gaining more than 500,000 followers in 6 months. eBay India's Facebook page is the second largest driver of online traffic to the eBay.in page thereby achieving hard business results. You can watch the video here.
- 78. eBay India Case study 78 Engaging with audiences on a personal level — For eBay we created a campaign for the festival of Rasha Bandhan, a festival that celebrates the brother-sister bond. For this, we invited people to share stories of their sibling fights using #siblingdishoom. As people shared their favourite stories, #siblingdishoom trended on twitter. Audiences found the campaign quirky and fun. We engaged existing followers and the twitterati, resulting in being the No. 1 Twitter trend in India. It also made the top 30 Global Trends. We received mentions from over 10 brands likes Star Plus, PETA , London Olympics generating 500k+ impressions, reaching an audience of nearly 400k.
- 79. Thank you 79