pakistan sunsilk fashion week - campaign review 2014

CAMPAIGN REVIEW

EVENT SUMMARYWE HAD AN AMAZING TIME INTEGRATING ONE OF THE BIGGEST EVENTS OF PAKISTAN WITH DIGITAL MEDIA. WITH ALL OF OUR ACTIVITIES SYNCED TO CREATE A MAJOR BUZZ AROUND STYLE AND FASHION BROUGHT US 24,800 NEWS FANS IN 4 DAYS. WE WERE ABLE TO DELIVER 39,529,935 IMPRESSIONS, REACHING 1.7 MILLION TIMES ON PEOPLE’S WALLS, GENERATING A SUM OF 219,431 ACTIONS.

WE WERE AMAZED TO SEE THAT OUR TOTAL ENGAGED AUDIENCE WAS MADE UP OF 97.6% FEMALES AND ONLY 3.4% MALES. THE CONTENT WAS SO TEMPTING THAT 57% OF OUR AUDIENCE REVERTED BACK, AS THEY CRAVED FOR NEW CONTENT.

WE TOUCHED THE HIGHEST PEAK OF ER AT 14.7% WITH A RATIO OF 65:35 ORGANIC:PAID REACH BECOMING THE BRAND WITH THE HIGHEST SHARE

OF VOICE WITHIN OUR CATEGORY!

WHAT WE WANTED• TO CREATE A STYLE BASED BUZZ THAT CAN’T BE

IGNORED.

• TO COVER AND REACH OUR TG WITH THE STYLE RELATED CONTENT SHE CRAVES TO INTERACT WITH.

• TO OWN THE FASHION & STYLE TRENDS GROWING IN PAKISTAN.

• TO DIFFERENTIATE SUNSILK BY GIVING UNIQUE ON GROUND EXPERIENCES.

• TO CREATE A CLOSER RELATION WITH FANS BY ELIMINATING THE BRAND-CONSUMER WALL.

• TO CROSS THE 500K MARK

WHAT THE OTHERS WERE UP TO

• SUNSILK HELD THE HIGHEST ER IN THE INDUSTRY I.E 14.7%. PANTENE’S ADVERTS ARE FOCUSED ON BOTH MALE AND FEMALE, WHICH RESULTS IN A HIGHER FAN BASE BUT SUNSILK FOCUSES ONLY ON WOMEN CREATING AN ER OF 14.7% WITH WOMEN HOLDING 96.6% CHUNK IN THE GENDER MIX.

Pantene PTA: 33,875 2.8%:

H & S PTA: 33,434 3.1%

Sunsilk PTA: 41,572 14.7%

WHAT WE DID

• SOCIAL PLATFORMS- LIVE UPDATES

• FACEBOOK

• TWITTER

• WEBSITE- LIVE STREAM

• PAID MEDIA

• FACEBOOK APPLICATION- LIVE STREAM

LIVE STREAM- FACEBOOK

• Application Views:9,601

• Minutes Spent On Live Feed: 1,200,125

PEOPLE WE REACHED OUT TO DURING PFDC• DURING SUNSILK FASHION WEEK, WE HAVE SERVED 39,529,935 AD IMPRESSIONS, GAINED OVER 24,800 FANS WITH A CTR OF 0.48%.

Age 13-24: 96.6%

OUR CURRENT FAN BASE

Age 13-24: 82%

Fan base increased by 24,800 in 4 days

PEOPLE TALKING ABOUT PFDC.

PTA increased from 5,582 to 41,752

OVERVIEW – DAY 1

OVERVIEW – DAY 4

COMMUNITY MANAGEMENT

• STATUS UPDATES: 75

• LIKES: 22,139  

• COMMENTS: 1,760

• SHARES: 406

• POST REACH: 1.7 MILLION

PAID MEDIA

Paid Impressions: 23,565,655Clicks: 112,000+ (KPI: 40,00)Paid Actions: 148,596Organic Actions: 70,835CTR: 0.48%

AND OUR FANS LOVED IT!

TWITTER• Tweets: 67+

• New Follower: 124

• Re-tweets: 200+

• Followed by:• HSY• Zara Shahjahan• Shehla Chatoor• PFDC Official• Selina Rashid• Maheen Kardar• Ali Xeeshan• Saad Ali

TWITTER

#Sunsilk was tweeted 8,412 times#Sunsilk Pakistan was tweeted 54 times#PFDC was tweeted 1,713 times

TWITTER

#PFDC2014 was tweeted 513 times#sunsilkfashionedition was tweeted 199 times#PSFW2014 was tweeted 5,055 times

BLOGS• Here we see the number of blogs with the following terms. Please note

that these will not be unique articles or blogs (if two terms are

mentioned separately in a blog, that blog will be accumulated in both

results)

• Sunsilk PFDC Fashion Week 2014: 42,600

• Sunsilk PFDC 2014: 43,200

• PSFW 2014: 20,100

• Sunsilk Fashion: 467,000

WAY FORWARD

• 6 weeks• We have planned another 6 weeks to share the content

we have acquired.

• Viral Video• Our viral video will be released on one of the 4 weekends.

• Designer’s collection• We will release the collection of 10-12 top designers on

the remaining weekends, making it 2-3 designers’ collection on each weekend.

• Other designers collection will be shared during the weekdays.

THANK YOU!