Creative Execution

We literally listened to the social conversations around the LFW across celebs, bloggers, designers, and models and most importantly – the fans! After understanding the sentiment, tone and demand of the content, we matched it with what was being readily brewed on the ramp and offered live decodes using the Lakme product range, thus making aspirations come true for every budding fashionista who wants to emulate celebrity and season trends. We closely monitored the performance of each creative that was deployed during this period, content that received organic traction was promoted via bidding models on Facebook and Twitter

Achieved a reach of 18million in 5 days on Facebook at an average engagement rate of 3.2% with approx 0.5mn clicks on the content shared. The branded hashtag, #goesglossy organically trended after promoting the trend too. Overall trend impressions delivered were 2 million with more than 4,000 #goesglossy mentions. Lakme saw a highly positive sentiment of 89 (out of 100) for the campaign. The engagement on Twitter was 7% on average - the highest for any Indian brand in the beauty/fashion category. It went even as high as 12% for some of the best performing tweets across 5 days.

Lakme Fashion Week (LFW), is India’s premier fashion event. The show has a huge fan following in India and is responsible for setting off the trend of brand led fashion events in the country. However, the Lakme Fashion Week is a closed doors event with invite based attendance and the only way the content is made available to the fans and followers it’s via post show editorial content. We found that the aspirational Lakme TG wanted to be the first to find out about the latest trends in beauty and fashion being unraveled at the event. We wanted to enable them to artistically match these trends with Lakme’s varied product portfolio. This Lakme Fashion Week was also an opportunity to showcase the recently launched range of ‘gloss’ products by Lakme. This was our opportunity to build an undeniable association between high fashion gloss and our brand.