oriflame india case study ‘2012

ORIFLAME INDIA CASE STUDY ‘2012

Introduction

Oriflame India sells high quality skincare products, toiletries, fragrances & colour cosmetics. It gives a unique business opportunity to people who want to fulfill their dreams.

Tagline: Look Great, Make Money and Have Fun

Have a look at their Social Story

OBJECTIVE• To make the brand thrive on social media platform

• Align social media strategy with business objective to bring new consultants and motivate the existing ones

• To mix the brand related content with engaging content

• Give platform to the existing consultants to sell their products and make their voice heard

• Motivate fans to become consultants or buy products

Total fans : 109,634 People talking about: 9,843

*Fan base as on:17th July’2012

We are now 1 Lac strong

Fan base as on : 5th

July’2102

This is How we did it!

COMMUNICATION STRATEGY

• Motivate fans to buy Oriflame products through consultants or become consultants themselves

• Give tips on make-over, make-up, fashion, correct usage of products etc. through different campaigns

• Position Aakriti Kochar as the Beauty Expert

• Promote the brand with the Brand Ambassador

• Excite fans with buzz content, bring stickiness to the page

• Change the lifestyle and the way people think about it

• Promote popular products, discounted products, products in high demand

FACEBOOK POSTS

Excite fans with buzz content, brings stickiness to the page. Let them guess!

Converse regularly with fans and answer all the positive as well as negative queries.

QUERIES

CAMPAIGNS THAT ROCKED

Join N Win Application: To promote Man Woman campaign

Tab views : 2,135

Concept : To promoteRecruitment Campaign for the existing consultants and motivate the new consultants, on Oriflame’s45th anniversary.

Gratification: iPhone4S and Hyundai Eon

This App was directed to OriflameIndia website which also brought new sign-ups.

I KNOW JONAS CONTEST

Tab views: 544

The contest was done when Oriflame’s Global Beauty Artistic Director Jonas Wramell visited India.

The contest was about how well do you know Jonas. 5 objective questions were asked.

Ask Aakriti Tab

Tab views: 3776

Concept: To position Aakriti Kochar as the Beauty Expert, a tab was created that featured a new beauty tip every week. People could also ask any beauty related queries here.

• Build trust and credibility with fans

• Create emotional connect with fans

• Giving tips to fans on make-over, make-up, fashion, correct usage of products etc.

Promoting the Face of Oriflame India - SonaliBendre

Promoting the Beauty Expert Aakriti Kochar

The Perfect Look contest

Concept: The contest is about choosing the perfect makeup shades for a vector. The theme and the dress was changed every week.

Tab views: 2,225

Black Beauty Recruitment Campaign Info Tab:

To promote the recruitment campaign of Oriflame India for the existing consultants and motivate the new consultants to join.

YouTube video for the same is integrated on the tab.

Tab views: 1826

YouTube views in 2 weeks: 2444

City Glam Girl -360 degree campaign

On ground promotion of City Glam Girl campaign in 5 different cities

City Glam Girl Voting App: Oriflame India hunt for City Glam Girl in 5 different cities.

This was an on-ground activity in malls. Girls were given a make-over with Oriflame Studio Artist range followed by a photo shoot.

Images of selected 60 beautiful girls were uploaded on the Facebook app. Users had to vote to select the City Glam Girl.

Tab views: 6316

Gratification : • A makeover session by a beauty expert followed by a portfolio shoot.• Get interviewed on Radio City as the City Glam Girl.• Get featured in OriflameIndia’s Quarterly Newsletter that reaches out to more than 1 lakhOriflame consultants.

OVERVIEW OF REACH

DEMOGRAPHICS

Oriflame India Avon Insider

• Strength is the likelihood that this is being talked about• Sentiment means the ratio of the mentions that are generally positive to those post which are negative.• Passion is the measure of the likelihood that individuals talking about your brand will do so repeatedly• Reach is the measure of the range of influence. It is the no. of unique authors referencing your brand divided

by the total no. • of mentions.

AMWAY

TWITTER DASHBOARD

DAILY TWEETS

DAILY TWEETS AND INTERACTIONS

GOOGLE PLUS

YOUTUBE VIEWS

ONLINE REPUTATION MANAGEMENT

FORUM PARTICIPATION

Thank You!

Ready to Be Social the Indian way?

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