text: To target women, top brands bet big on social media - Exchange4media Priyanka Nair
  To target women, top brands bet big on social media
  Maybelline, Tupperware, L'oreal Paris & Kaya Skin Clinic are making their presence felt on social. We take a look at how these brands are connecting with their TG
  Updated: Jul 5, 2013 9:39 AM
  According to the Internet and Mobile Association of India's 2013 report, 52 per cent of working women and 55 per cent of non-working women are using social media in India. It is a clear indication that the user base of women on social is on an upward spiral.
  Tapping on this trend, few Indian brands are striking interesting conversations on social to target young women of the country.
  exchange4media takes a look at four recent impressive campaigns…
  Kaya Skin Clinic wanted to promote its laser hair removal services online. Webchutney, the digital agency for the brand, decided to create a comical retelling of the classic fairy tale 'Cinderella' to spread the word in a relatable yet engaging manner. Cind-hair-ella, the central character, narrates the story of a girl whose prince charming travels far and wide searching for his Mrs Right based on a glass slipper, only to be disappointed at the sight of her hairy legs. The video manages to induce a humorous twist to the story to successfully promote the services.
  Commenting on using social media in its communication plan, Arvind RP, Head – Marketing, Kaya Skin Clinic said, "We wanted to capitalise on the digital platform in a way that infuses a deeper engagement and, above all, makes the service seem relatable and approachable. When we approached Webchutney to assist us in creating a viral-worthy video for our hair removal services, we were expecting something out of the box that would be fun yet delivers the product benefit message very clearly. Transforming every girl's favourite fairy tale into a hilarious animation with an unexpected twist ensured excellent targeting for Kaya and got us over 8,00,000 views in a span of a few weeks."
  To view the campaign, watch the video...
  L'Oreal Paris Fall Repair 3X is an anti-hair fall shampoo that promises to nourish the hair root, restructure hair fibre and help hair grow stronger from root to tip. The brand is pushing the very thought that roots are the most important intangible things in the world, through its new digital campaign. The entire campaign is executed by Foxymoron.
  The campaign named 'Stay Rooted' by L'Oreal Paris is aggressive on social media. The brand and the agency kicked-off the campaign by asking common people to take a moment to think about where they come from. The brand wanted to take these people back to their roots to remember that old friend, a teacher who shaped them, to those in their life who had a role in making then who they are today – but unfortunately are forgotten.
  The brand released a video 'Go Back In Time', where it captured people from across different sections of society talking about that one special person who they would like to thank. Along with this, the brand is also initiating multiple Facebook and Twitter campaigns.
  Crowdsourcing kisses
  With a huge presence across various digital platforms, cosmetics brand Maybelline launched a campaign for its Baby Lips lip balm product. It was a crowdsourced initiative named the 'Kiss Song'. It was launched on Facebook, where the brand's large fan base was invited to contribute to the 'Baby Lips Song' with their kisses.
  The launch of the Baby Lips Kiss Song was a step towards engaging with fans via a different route and that got them to interact with the brand on a deeper level. More than 6000 women sent in their kisses Maybelline's way, to create India's first ever crowdsourced kiss song, along with a special music video featuring Alia Bhatt. The video to this catchy song showcases women with five different fun personalities that represent the brand's philosophy, along with Alia who brings her bubbly, peppy and edgy spirit to the video. The digital campaign was executed by Foxymoron.
  Going the app way
  Tupperware has an impressive social media presence. Enabling Tupperware's vision to 'Enlighten, Educate and Empower' women across the globe, the second edition of 'She Can, You Can' has roped in Hina Shah as a mentor for women entrepreneurs this year. The social media initiative has a Facebook app, in addition to a microsite, inviting women to share their success stories, alongside a link that helps them connect with the direct seller brand or join it. 'She Can, You Can' is a campaign with a long-term vision towards community building and the right call for action. The campaign is executed by Socialkonnekt.