real beauty blogger contest campaign report v1

8/6/2019 Real Beauty Blogger Contest Campaign Report V1

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The Real Beauty Blogger Contest: A Campaign Report



CAMPAIGN OVERVIEW

Objective, idea, elements and promotion.



The Campaign Objectives

� Dove was keen to build buzzand positive word-of-mouthfor Dove through itsphilosophy ± Real Beauty.

� Dove wanted to generatecontent and conversationaround Real Beauty.

� Yahoo! wanted to build on thesuccess of the Blogs section in Yahoo! Real Beauty, andgenerate fresh blogger contentthat could be featured on

Yahoo! Real Beauty.



The Idea� We felt that both o bjectives could be met with with an influencer marketing

strategy that targeted Indian bloggers.

� We decided to run a contest for bloggers on Indi blogger.in, India¶s largest

blogger network.

� We asked bloggers to write blog posts around the theme, ³What does RealBeauty mean to you?´

� We offered the largest-ever reward for a blogger contest ± a total prize value of

Rs. 350,000, for 16 winners.

� And we offered to feature the winning posts on Yahoo! Real Beauty ± a greatmotivator for any blogger.



Prizes & TimelinesPosition Prize Money

First 100,000 + Featured blogger on Yahoo!Real Beauty

Second 75,000 + post pu blished on Yahoo! RealBeauty

Third 50,000 + post pu blished on Yahoo! RealBeauty

Fourth 25,000 + post pu blished on Yahoo! RealBeauty

Fifth 10,000 + post pu blished on Yahoo! RealBeauty

ConsolationPrizes 5,000 each for 5 bloggers, 3,000 each for

5 bloggers

People¶s Choice Winner 50,000 + post pu blished on Yahoo! RealBeauty

Contest started: 18th May 2011 | Contest closed: 6th June 2011 | Winners announced: 15th June 2011



An Introduction to Indi blogger� India¶s largest and most-trusted

blogger social network, with over24,000 active bloggers.

� Bloggers post across various categories

± Computers & IT, Business, Nation &Politics, Personal Care, Sports, etc.

� ~70:30 male-female blogger ratio.

� Indi blogger engages bloggers throughcontests and meet-ups.

� Previous clients include Cleartrip,Close-up, brandmile, HP, etc.



IndiRank

IndiRank is a proprietary scoring system for blogs used b y Indi blogger based on reach, frequency of updates andquality of content. The higher the IndiRank, the better the blog.

The break-up of blogs b y IndiRank. This is overall average comprising of all blogs registered with Indi blogger.



Average Visits b y IndiRank

The average unique visits/month to a blog based on IndiRank. This is overall average comprising of all blogsregistered with IndiBlogger.



Contest Elements

The contest page: hosts all postsunder this topic.

The Contest Badge: for bloggers to place on theirsite.



Contest Promotion



Banner on Indi blogger Homepage



Periodic Emailers To Bloggers



NT1 on Yahoo! Real Beauty



Social Media



PR



THE RESUL

TS

Time for some num ber-crunching.



Num ber of Entries

0

5

10

15

20

25

30

35

Entries

Entries

Entries Received: 360Indi blogger previous best: 223



Num ber of Votes

Total Votes on Indi blogger: 9,112

0

200

400

600

800

1000

1200



Total Reach

�IndiRank is a proprietary scoring system for blogs used b y Indi blogger based on reach, frequency of updates andquality of content. The higher the IndiRank, the better the blog.

�Blog Readers indicates Unique Reach.

Medium Users Reached Remarks

Unique Blog Readers(Universal)

2,437,452 Based on individual IndiRank and estimatedreach for date range 18th May ± 15th June 2011

Contest Impressions onIndi blogger Contest Page 151,663 Google Analytics for 18th

May ± 15th

June 2011

Contest Impressions on Twitter 36,000 100 followers per person with all participantstweeting at least once during the contest

Contest Impressions on Face book 1,145,300 100 impressions per Like of the IndiVine post.Includes Contest Page itself.

Total Reach 3,770,415



List of WinnersPosition Winner Link to Post

1st Jhoomur Bose http://www.indi blogger.in/indipost.php?post=60579

2nd HemaVenkat http://www.indi blogger.in/indipost.php?post=60550

3rd IsmitaTandonDhanker http://www.indi blogger.in/indipost.php?post=60634

4th DipikaSingh http://www.indi blogger.in/indipost.php?post=59443

5th Anita Jeyan http://www.indi blogger.in/indipost.php?post=59058

ConsolationPrize ± Rs. 5,000 for 5 bloggers

De boshree http://www.indi blogger.in/indipost.php?post=59162

Anupama http://www.indi blogger.in/indipost.php?post=59166

AnupamaKalgudi http://www.indi blogger.in/indipost.php?post=61164

LalithaRamakrishnan http://www.indi blogger.in/indipost.php?post=59139

Restless Soldier http://www.indi blogger.in/indipost.php?post=58832



List of Winners (contd.)Position Winner Link to Post

ConsolationPrizes± Rs. 3,000 to 5 bloggers

Chintan Gupta http://www.indi blogger.in/indipost.php?post=59294

Chitra http://www.indi blogger.in/indipost.php?post=59914

Anukriti http://www.indi blogger.in/indipost.php?post=59174

Sauvik http://www.indi blogger.in/indipost.php?post=59293

Cutting Kahlua http://www.indi blogger.in/indipost.php?post=60593

People¶s Choice Winner

KimiShrivastava http://www.indi blogger.in/indipost.php?post=58811



Winners & Num bersName Profile IndiRank

(~UniqueUsers permonth)

P Vs onBlog

Likes onIndiVinePost

Jhoomur Bose Journalist, blogger, mother,cook, living in Mel bourne

72 (7,500) 15,688 32

HemaVenkat Designer, architect 57 (5,500) 3,754 1

IsmitaTandonDhankher

Author, poet 69 (6,000) - 15

Dipika Singh Working woman 61 (6,000) - 2

Anita Jeyan Software programmer livingin Muscat

69 (6,000) 22,940 60

KimiShrivastava Software engineer, beauty andcosmetics blogger

74 (7,500) - 4,153



Winners & Num bers (contd.)Name Profile IndiRank


P Vs onBlog


De boshree Blogs on life in Pune andDelhi

68 (6,000) - 2

Anupama Consultant, photographer 62 (6,000) - 4

AnupamaKalgudi - 21 (500) - 2

LalithaRamakris

hnan

Great-grandmother 63 (6,000) 23,225 5

Restless Souldier Reader, writer, trekker, birdwatcher, scu ba diver,mountaineer«adventure lover

55 (5,500) - 1



Winners & Num bers (contd.)Name Profile IndiRank


P Vs onBlog


Chintan Gupta Blogger, photographer, loverof cooking, dancing, music,movies

73 (7,500) 5,628 36

Chitra Engineer 60 (6,000) 2,418 41

Anukriti Postgraduate in EnglishLiterature

64 (6,000) 23,716 129

Sauvik - 74 (7,500) - 4

Cutting Kahlua Blogger, loves gardening andLego

58 (5,500) 1,300 1



Snapshots



Snapshots

http://poorvishrivastav. blogspot.com/2011/05/she-is- beautiful.html



Some Blog Interactions



Brand Mentions & Logo Integrations



Search Engine Optimisation

480+ highly-rankedpages indexed on Googlein 30 days



Contestant Demographics



Gender Breakup

Male/female ratio for this campaign exceeds the ratio for total Internet.



Participation b y Age

Maximum participation in women was from the brand target audience, age group 25-35.



Participation b y City

1

2

3

4



P

articipation b y IndiRank



W H

A T

BLOGGERS SAID

Feed back on blogs and Indi blogger support forums.



KimiShrivastava, Winner ± People¶s Choice Award

My experience with IndiBlogger¶s Yahoo-Dove contest on "What doesreal beauty mean to You", was quite a rocking and enlighteningexperience. I was quite amazed at the appreciation Dove has given to theblogging world and the fact that such big brands do recognize the powerof blogging' the reason why the contest held such huge monetaryrewards. And Kudos to Indiblogger team for keeping things up and running till the contest ended. I got reply to every query I made about

entering multiple entries, about the contest's ending date etc etc, even at 10 PM night. So, that was something I really appreciate a lot.The winning entries selected by Dove and Yahoo's editorial team quitedeserved the prizes. It was clearly mentioned in the contest that winnerswill be chosen on the originality and relevance to the topic and thatsexactly what I got to see in the winning entries too. Nothing could bemore original than the personal experience of someone, and those werecompletely mind blowing to read.Overall, I felt the contest was worth entering. I got to read such amazing

and heart touching real life experiences of people and even got a chanceto share my own. Thank you Indiblogger, Dove and Yahoo!

http://www. beautydiaries.com/2011/06/my-experience-with-indi bloggers-yahoo.html



AnupamaKondayya, Winner ± Consolation Prize

We have been using Dove products for a while now and this contest

reinforced their focus on the larger concept of beauty while making surethey take care of the external aspects of it. We all know that beauty goesdeeper than the skin but we tend to forget that in the daily fray. Thecontest reminded me to always look deeper for real beauty and appreciate it all over again. It was a good repositioning of perspective.



Conversations on the Support Forum

http://www.indi blogger.in/forum/topic.php?pageNum_ Posts=1&totalRows_Posts=58&id=8599



RECOMMENDA T

IONS

Do¶s and don¶ts for the next blogger outreach.



Do¶s� Pick a clear, compelling theme. Specific enough to suit the brand¶s

needs; general enough to make it relata ble and attract participation.

� Prize money is the biggest draw. Be generous.

� A strong Yahoo! association helped drive participation. Run a blogger contest only if the resulting posts can be featured on a Yahoo! property (prefera bly a Yahoo! Specials or Content Specials).



Don¶ts� Steer clear of a People¶s Choice. It¶ll just kick up a lot of questions

and controversies on the forum.

� Don¶t do this as a one-off. Most of the bloggers who¶ve participatedare eager for long-term association with Yahoo! and the brand. Planfor a long-term blogger strategy.

� Don¶t just read the most popular posts. Some winning posts weren¶t

highly voted for. Make sure you read all the posts!



TH

ANK YOU.

Looking forward to our next blogger outreach programme.

real beauty blogger contest campaign report v1

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