Kiehl’s India Case Study

The Objective

The Strategy

Run Contests creating brand awareness

Engage with the right audiences

Building Insightful brand connect

Understand Consumer Sentiments

Garner Brand Evangelists

The Execution

#DailyKiehls #NeedsToUseKiehls #WeekendContest

20 Days +600 entries

Engaging contests….

Running contests based on Insights of

When Kiehl’s Customers are Online

(The graph highlights the peak timelines in a day with maximum interaction in form of RTs, replies and @ mentions)

We made everyone speak about Kiehl’s Mumbai!

A definite contender for the “Most talked about Legendary Twitter Campaign of 2011”

Engagement creators…

The excitement was created!

Give Back Contest Adopted from the Kiehl’s Gives spirit of giving back to society.

Insights showcased the “need” for influencers to connect with people on their TL.

Bloggers & Tweeps gave back to their readers & followers creating personal interaction & rewards.

Campaign Launch

Friends of Kiehl’s shared their love

Our Coverage ….

Results… Launch Party Talk –350+ Mentions

270+ Tweets using #KiehlsMumbai were posted on December 14, 2011 –

Wednesday. Celeb Interaction

with RahulKhanna, Sophie Choudhry, PoojaBedi, Manasi

Scott, AnushkaManchanda, Miss Malini& Bandana Tewari

TwitterKlout

Followers: 514 Total Interactions: 2566

Total Reach: 1,90,052

Consumer Pulse – 61% Positive Sentiments 25% Neutral Sentiments

500+ followers

59 Influencers

in less than a month…

The Results

‘#KiehlsMumbai’ Trending in Mumbai

for 3 days!

The Results

Everyone said #KiehlsMumbai

The Coverage

Event highlights

Over 600 Twitter conversations about

#KiehlsMumbai launch!

Zafar Rais, CEO

MindShift Interactive

“We merged our expertise in understanding the consumer pulse & gaining insights through our

Social Media Report to select Twitter as our

primary Campaign platform. The ‘Give Back’ contest helped create the buzz, excitement &

brand connect we were looking for. The Result was

was seen across Twitter with #KiehlsMumbai being the talk of the town ensuring consumer awareness & increased footfalls.”

Anurag Tyagi, Brand Manager

Kiehl’s India

“Social media platforms like Twitter are a key element of that digital universe that our customers traverse and MindShift Interactive has worked towards getting us closer to them. Our digital campaign reached out to over 2.5 lakh customers across Twitter within the month and we received an overwhelming response.”

Thank You!