LAKME Success in Facebook Business, Here's how!
Senin, 18 Desember 2017
Lakmé, a large colour
cosmetics brand in India, offers a wide range of innovative, high-performance
and quality products. It launched the new multipurpose Mousse Lip & Cheek
Color under its 9to5 range of makeup designed for working women.
Precise targeting:
Lakmé wanted to create
awareness for the new product and its long-lasting rich colour among 21- to
35-year-old Indian women who work outside the home.
Optimise reach with speed on
mobile
Lakmé developed a
mobile-driven marketing campaign with its media agency, PHD, to effectively
reach its target audience at an optimal frequency. The cosmetic company wanted
to influence each stage of the consumer buying journey. So, for both its
Facebook and Instagram campaigns, it focused on guiding people through the
discovery, comprehension and consideration stages to ultimately encourage
product trials.
Lakmé tailored its ads to
match the way its target audience consumes content, running a series of
bite-sized, “on-the-go” videos—animated GIFs and cinemagraphs. To guide
consumers on their buying journey, the brand released the content in a
sequence, starting with close-up product shots to build awareness, followed by
focusing on the product’s benefits, then showing the range of shades and,
finally, short videos of women applying the makeup.
The brand took advantage of
creative best practices for Facebook and optimized all its video ads for
mobile. It showed the brand and message up front—right from the start—in its short-form
videos, framed them for mobile and used superimposed text to ensure that
viewers could understand even without sound. These well-crafted ads delivered
short, snappy messages that stood out in News Feed and connected with working
women.
Lakmé also used reach and
frequency buying to ensure it reached enough of its audience, and often enough
to have an impact.
The beauty of success
By advertising its product
on Facebook using short-form video and a well-timed strategy, Lakmé achieved
attractive returns between October 25–November 30, 2016:
35% more sales achieved than
goal
23% increase in brand
awareness (brand lift study measured by Millward Brown)
11.4% increase in message
association (brand lift study measured by Millward Brown)
4.9% increase in purchase
intent (brand lift study measured by Millward Brown)
Product strategy used in
facebook business:
Video adverts, capture
attention with engaging video adverts.