Case Study - Social Media Marketing for Kaya Skin Clinic by Windchimes Communications, A Social...

a social media marketing review

Kaya Skin ClinicKaya Skin Clinic

BackgroundBackground

Kaya skin clinics are currently spread across major cities of India and Middle East

Kaya offers specialized and customized skin solutions (products & Services) to its consumers

Pioneers in their field with scientific approach towards skin treatments

The CampaignThe Campaign

Kaya launched the ‘Bridal Campaign’ – offering specialized skincare services

customized to the needs of to-be brides and grooms

ObjectiveObjective

Create awareness for the Kaya bridal packages

Educate consumers about the possibility of glowing skin

Position Kaya’s services as scientific solutions; a step ahead of home remedies

Ensuring Kaya enters the consideration set of a bride-to-be

The IdeaThe Idea

Get the Glow!Get the Glow!

Who were we talking to?Who were we talking to?

Target Target AudienceAudienceTarget Target

AudienceAudience

BrideBride

Relatives – Mother, Sister, etc

Relatives – Mother, Sister, etc

GroomGroom

More about our audienceMore about our audience

Primary Audience:– SEC A1/A2– Young women – Age group of over 22 years

Secondary Audience– SEC A1/A2– Young men– Age group of over 25 years

Psychographics:– Well educated; appreciates scientific processes– Seeks options; but makes informed choices– Individualistic; Values customized offerings– Information seeking; Actively looks out for solutions

Announced:- Used various online platforms to announce the availability of the bridal packages - Crafted social media releases to announce the services

Engaged:- Participated in conversations to educate consumers about the bridal packages- Initiated dialogue with beauty and lifestyle community owners to create awareness about Kaya services - Introduced bloggers to the Bridal Package and got their readers to participate in the contest

Generated excitement:- Created an educational video and uploaded on various video sites- Crafted a contest to actively involve online audiences

What did we do?What did we do?

Where did we do it?Where did we do it?

Our PlanOur Plan

How did we do it?How did we do it?

Step I : Devised Social Media Strategy - Evaluated the online potential for Kaya’s services

- Listed platforms relevant to Kaya’s services- Planned and determined suitable approach to maximize Kaya’s online visibility

Step II : Identified and Analyzed talk points and influencers - Researched predominant issues surrounding skin care

- Gathered data regarding essential topics raised in various platforms - Found relevant online communities and blogs

Step III : Created content - Created platform relevant matter based on skin care and related topics

- Designed a Kaya webpage to succinctly inform consumers- Crafted a contest to initiate online interaction- Designed an informational video to detail the bridal package

Step IV : Seeded information - Introduced Kaya’s Bridal packages in conversations in various social

media- Uploaded Kaya’s video- Responded to queries regarding skin care while integrating the brand- Offered Kaya’s services as solutions to skin issues

- Proposed a series of how-tos for new brides and brides-to-be by using exciting hooks like ‘Winter skincare for brides’, ‘Bridal Skincare for working women’, ‘Bridal care for problem skin’- Drafted a social media optimised release to be shared at key online directories- Generated traffic to the Kaya site by seeding Kaya link in Q&As, SNS, forums and Online Directory Listings

How did we do it?How did we do it?

Online Directory Listings Online Directory Listings

Why Online Directory Listings?- Online Directories enjoy a high subscriber base

- Traditional media also accesses information from these directories

What we did?- Created social media release to highlight the launch of bridal package- Identified relevant directories- Reached out to over 25 directories

Online Directory Listings Online Directory Listings

Why Social Networking Sites?- Presence of high number of Indian users

- High tendency to seek and accept peer advice

What we did?- Identified relevant communities

- Initiated and participated in conversations- Offered Kaya services as a solution to skin care issues- Projected Kaya as a scientifically backed skin specialist- Interacted in over 35 communities- Contacted community owners to promote Kaya’s bridal package

Social Networking SitesSocial Networking Sites

Social Networking SitesSocial Networking Sites

Why Collaborative Research?- High number of Indians seeking answers

- Widely accepted for its informal interaction

What we did?- Identified relevant sites and categories

- Responded to skin care queries- Promoted Kaya services as scientifically backed- Answered over 170 queries- Educated people about Kaya’s services and packages

Collaborative ResearchCollaborative Research

Collaborative ResearchCollaborative Research

Why Video?- Interesting visuals leads to high viewer involvement

- Demystifies the Bridal package for potential customers- Lends credibility to the treatment by showing all steps of the treatment

What we did?- Created a 3-minute video

- Video included a specialist to walk the viewer through various steps- The look and feel was educational versus advertorial, leading to higher creditability- Uploaded the video on over 10 sites

Using VideosUsing Videos

Around 6500 views as of July

2009!


Currently, the Kaya Bridal video is the

1st video under ‘bridal skincare’ on

Youtube.com.

*As of July 2009


Reached out to influencersReached out to influencers

Through blogs…- Mostly written by neutral writers

- Read widely for fresh perspective and unbiased views- Geared towards disseminating personal opinions- Blog viewership can go upto lakhs of focussed views

What we did?- Found influential bloggers relevant to Indian skin care

- Conversed with bloggers and introduced Kaya packages- Offered the Express Kaya Bridal Package for review- Requested bloggers to share Kaya contest with India readers

Outcome of Influencer Outcome of Influencer EngagementEngagement

Results of Kaya SMM campaign in four Results of Kaya SMM campaign in four months!months!

Platform Reached Out Out Reached

PR sites 24

Social Networking Sites 36 68673

Forums 65 32697

Collaborative Research-Q&A 173

Videos 10 3111

Video Promotion 13

Contest 11 35

332 1,04,481

More importantly…More importantly…

Kaya appears on the 2nd* spot on a

Google search for ‘bridal packages’!

*As of July 2009

Thank YouThank You(http://www.windchimes.co.in)

Case Study - Social Media Marketing for Kaya Skin Clinic by Windchimes Communications, A Social...

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