Oriflame becomes 1,00,000 strong on Facebook
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Oriflame India used social media to promote its brand and increase its number of consultants. Its strategy included posting engaging content to excite fans, positioning a beauty expert to provide tips, promoting products and campaigns, and giving existing consultants a platform. This approach helped grow Oriflame's Facebook fan base to over 100,000 and engaged fans through contests, questions and answers, and city promotion events. Analytics of Facebook, Twitter, Google Plus and YouTube showed strong engagement metrics.
Oriflame becomes 1,00,000 strong on Facebook
- 1. ORIFLAME INDIA CASE STUDY ‘2012
- 2. 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
- 3. 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
- 4. Total fans : 109,634 People talking about: 9,843 *Fan base as on:17 th July’2012
- 5. We are now 1 Lac strong Fan base as on : 5th July’2102
- 6. This is How we did it!
- 7. 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
- 11. Excite fans with buzz content, brings stickiness to the page. Let them guess!
- 12. Converse regularly with fans and answer all the positive as well as negative queries.
- 13. QUERIES
- 15. Join N Win Application: To promote Man Woman campaign Tab views : 2,135 Concept : To promote Recruitment Campaign for the existing consultants and motivate the new consultants, on Oriflame’s 45th anniversary. Gratification: iPhone4S and Hyundai Eon This App was directed to Oriflame India website which also brought new sign-ups.
- 16. 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.
- 17. 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.
- 18. ? Giving tips to fans on make-over, make-up, fashion, correct usage of products etc. ?Build trust and credibility with fans ?Create emotional connect with fans
- 20. Promoting the Face of Oriflame India - Sonali Bendre Promoting the Beauty Expert Aakriti Kochar
- 21. 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
- 22. 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
- 23. City Glam Girl -360 degree campaign On ground promotion of City Glam Girl campaign in 5 different cities
- 24. 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
- 25. 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 Oriflame India’s Quarterly Newsletter that reaches out to more than 1 lakh Oriflame consultants.
- 27. DEMOGRAPHICS
- 28. Oriflame India Avon Insider AMWAY ? 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.
- 30. DAILY TWEETS
- 31. DAILY TWEETS AND INTERACTIONS
- 32. GOOGLE PLUS
- 33. YOUTUBE VIEWS
- 36. Thank You! Ready to Be Social the Indian way? Get in touch: Website: http://omlogic.com Facebook: https://www.facebook.com/OMLogic Twitter: https://twitter.com/OMLogic Email: info@omlogic.com
Editor's Notes
- Mixing the brand related content with engaging content
- Promote popular products, discounted products, products in high demand
- Give platform to the existing consultants to sell their products and have their say. Motivate fans to become consultants or buy products