Maybelline vs Lakme vs Colorbar - A Social Media Monitoring Presentation

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A SOCIAL MEDIA MONITORING REPORT ON THE COMPARISON BETWEEN MAYBELLINE, LAKME AND COLORBAR

–JULY 14TH -AUG 13T H,2015

Ma ybel l ine La kme Colorba r

35

155

9

260

211

165

16

31

2

204

18 11

News Blogs Forums Google+Source Distribution


May-belline-60%

Lakme-35%

Colorbar-5%

Cosmetics Brands- OverallMentions in %

Maybelline Lakme Colorbar

Sources covered-Twitter, News, Blogs, Forums and Google Plus.

Total Mentions from All Sources- 8k

We monitored the Social media conversations on three leading cosmetic brands between July 14th –Aug 13th 2015. (Geographic Location was restricted to India).

• Twitter, Where most conversations happen - Close to 85% of the total social media chatter on these products was on Twitter

• Maybelline is truly social - Almost 63% of the mentions on various sources was about Maybelline, and it was the most discussed of the 3 brands followed by Lakme and Colorbar, in that order

• Close to 8000 overall mentions aggregated– Including Tweets, Blogs, Forums, News and Google Plus feeds

• Brand’s official twitter handles and their followers count –

Maybelline- 66.3k Followers and 44.3k Tweets, Lakme- 36.6k Followers and 14.7k Tweets , Colorbar- Around 4k followers and around 2k Tweets overall.

Twitt er

4289

2350

216

MaybellineLakmeColorbar

Twitter Buzz




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Male31%

Female54%

Not Classified15%

Colorbar

Male25%

Female42%

Not Classified33%

Maybelline

Male25%

Female29%

Not Classi-fied46%

Lakme

M aybe l l ine Lakme Colorbar

83%

63%

85%

3%

14%

6%

14% 23

%

9%

Senti ment AnalysisPositive Negative Neutral

Gender Classification for each BrandMaybelline:• #WithMyColorsShowLipstick and #ToTheMaybellineGirl contests drew significant amount

of mentions and both trending positively with the users.• While #WithMyColorsShowLipstick garnered close to 760 tweets, #ToTheMaybellineGirl was

next in line with approximately 300 tweets.• Conversations cantered around Maybelline Mascara, Colossal Kajal and Colossal Kohl

Turquoise were highly positive.

Lakme:• #lakmefashionweek Winter/Festive 2015 discussions had over 800 articles from all sources

making this the most trended topic on Lakme. The trends were positive.• @LakmeFashionwk contest garnered around 460 articles , from which majority were

sentiment positive.

Colorbar: Colorbar has a total of 400 mentions over the aggregated time period and most of the mentions were positive from a sentiment standpoint.

The most trended word with respective to colorbar was the word “Shade” making up over 25% of the articles



TOP INFLUENCERS- BY SOURCE

• Most of the top influencers are predominantly Beauty & Fashion Bloggers.

• Lakme and Maybelline’s influencers are predominantly on Twitter and Google+


Source Maybelline Lakme Colorbar

Twitter Missmalini Dna lisha.b

akanksha redhu ICICIBank snehalatha jain

Google Plus ruchi jadhav Kajal Mishra darsana vsekar

Jane Vivian prerana kedia

Blogs jmeer vogue.in priya chaphekar indrani1 simran jyotika udeshi

News anushree chandran maggie davis anisha pradhan

anisha pradhan aadil ikram zaki iqbal india.com ghk

Forums priyataanu bhairavi kedari NIL

rakshamanian dimplemetha

Top 3 Prominent Influencers on Twitter (from user profile)

Dna- Provides news, photos, videos and the latest trends from India and around the world.

Missmalini - Blogger, Vlogger and Social Media Jedi.

Akanksharedhu- Fashion & Lifestyle Blogger




• @MaybellineIndia, HOT on Twitter They have a huge twitter following when compared to the other 2 and continual customer/fan engagement seems a key part of their social strategy. This also seems to be done through regular contests/promotions.

• Lakme in the News! - Lakme has been predominantly featured by press and mainstream media ever since Lakme Fashion Week was announced.

• The Colorbar scene - Colorbar’s social conversations is considerably lesser in India due to their fewer engagements on twitter. However, Colorbar seems to be connecting very well to the Blogger community with over 43% of their conversations and reviews happening on Blogs. The fact that over 85% of these posts (primarily reviews) are positive seems to suggest that their product set is excellent

These are the various keywords which are associated with Brands




SOCIAL MEDIA BUZZ- JULY 12 T H – AUG 13T H

• Twitter Buzz- A marked surge in Twitter conversations on July 14th and July 31st are because of Maybelline’s announcements of contests- #Colorshowoff and #WithMyColorShowLipstick, which trended well and had close to 1700 independent conversations on them.(Average per day mentions on non contest days- 150-170).

• Lakme’s top trending days on Twitter, News , Forums and Blogs were on Aug 4th and Aug 6th because of the announcement of #HandloomDay2015 and the #LakmeFashionWeek Curtain Raiser. A sneak peek of #LakmeFashionWeek was also shown on that day.

• Colorbar, comparatively, had far fewer conversations over the course of the month with an average of less than 15 mentions on a day-to-day basis. There was a slight surge in trend on the 29th of July owing to their contest #WorldLipstickDay




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Maybelline vs Lakme vs Colorbar - A Social Media Monitoring Presentation

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Transcript of Maybelline vs Lakme vs Colorbar - A Social Media Monitoring Presentation