Campaign Review

Event SummaryWe had an amazing time integrating one of the biggest events of Pakistan withDigital Media. With all of our activities synced to create a major buzz around styleand fashion brought us 29,000 news fans in 4 days. We were able to deliver22,200,000 impressions, reaching 977,000 times on people’s walls, making themclick 42,000 times and generating a sum of 122,020 actions.

We were amazed to see that our total engaged audience was made up of 96.6%females and only 3.4% males. The content was so tempting that 57% of our audiencereverted back, as they craved for new content.

Our applications, Glamour access and Invisible app were able to grab 2,650 entries.

We touched the highest peak of ER at 15.6% with a ratio of 65:35 Organic:Paidreach.

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 increase the fan base by 25K+.

What The Others Were Up To• Sunsilk holds the 2nd Highest ER in the industry i.e 15.6%, following

Pantene. Pantene’s adverts are focused on both male and female,which results in a higher ER and Sunsilk focuses only on womencreating an ER of 15.6% with women holding 96.6% chunk in thegender mix.

Pantene PTA: 92,61020.6%:

H & S PTA: 32,3647.2%

Sunsilk PTA: 37,95215.6%

What We Used

• Social Platforms

– Facebook

– Twitter

• On ground activities

• Website

• Paid Media

• Facebook Application

What We Did

• Glamour Access

• Invisible App FB Contest

• Invisible app on ground activation

• Real time updates on social platforms.

• Sunsilk.com.pk

Invisible App

A facebook application which gave fans a chance to win PFDC passes and experience the fashion show going invisible, by

answering 5 simple questions.

Total Impressions: 8,347,200Total Tab Views: 4,811Total Entries: 950

Invisible App

Invisible App Activation

300+ Interactions

Glamour Access ContestAn application on Facebook asking users to watch Mahira’s video

and describe the event like a report to enter a lucky draw. The

winner was given glamorous treatment which included hotel stay,

shopping, dining out complete make over and salon services,

interaction with top Unilever employees, PFDC visit and much more.

Total Impressions: 13,852,800Total Tab Views: 7,957Total Entries: 1,750

Glamour Access

Glamour Access Winner

Our Very Own - Website

• Products• PFDC 2013

• Gallery• Live Streaming• Apps• Fashion Show

• Contests• Glamour Access• Invisible App

• Social Platform links• Contact us

People We Reached Out to During PFDC

• During Sunsilk Hairstyling Day, we have served 35,132,295 ad Impressions, gained over 63,845 fans with a CTR of2.04%.

•

Age 13-24: 94.2%

Our Current Fan Base

• During Sunsilk Hairstyling Day, we have served 35,132,295 ad Impressions, gained over 63,845 fans with a CTR of2.04%.

•

Age 13-24: 82%

Fan base increased by 29,000 and we had the maximum addition of 8,317 fans in a day on 27th

April.

People Talking About HSD

• During Sunsilk Hairstyling Day, we have served 35,132,295 ad Impressions, gained over 63,845 fans with a CTR of2.04%.

• PTA increased from 2,582 to 37,952

Viral Reach increased from 8,126 to 78,637 people.

Community Management

• Status Updates: 90

• Likes: 11,444

• Comments: 1,060

• Shares: 300

• Viral Reach: 977,000

• Organic Impressions: 1,201,852

Paid Media

Impressions: 21,394,243Social Impressions: 17,841,100Clicks: 45,414Social Clicks: 31,790Actions: 179,886CTR: 0.189%

Our Top Posts

Top Five Updates (Reach)

Engaged User: 3,676Reach: 16,248

Engaged User: 3,382Reach: 16,008

Engaged User: 2,455Reach: 26,601

Engaged User: 2,889Reach: 23,496

Engaged User: 5,818Reach: 39,680

Twitter

• Tweets: 200+

• Re-tweets: 1000+

• Followed by:• Frieha Altaf.• Sara Shahid• Shehla Chatoor• PFDC Official• Selina Rashid.

5 Top Winners (All Correct Answers)

And Our Fans Loved It!

Why were we Different• We were given complete freedom by Sunsilk.• Invisible App

• Walk in guests and celebrities which included HSY was amazed with the idea.

• Glamour Access• A common girl was picked and was given a celebrity treatment. This

event has eliminated the wall which always existed between the fans and Sunsilk. We have taken our relationship with the fans to the next level.

• Photographers & Videographers:• We had our own staff, which made it easy to grab content and update

on real time basis.

Our Learnings• Content Syndication

• The content was delivered through different sources on multiple platforms/mediums.

• We did not own the content on digital nor our content enjoyed any exclusivity.

• Multiple Sponsors• On ground space was taken by number of other brands which included

Pepsi being the most prominent and strong one.

• Content exclusivity• 25% of our content was exclusive which we were able to develop

through our activities.

Competition• Nature of Content

• Pantene enjoys the ownership of a content to which every women of our society can relate to.

• Which makes it more appealing and therefore creating better engagement.

• Our content was not accepted by a huge number of fans, because they can’t relate to it neither can they accept it in our culture.

• Exclusivity• Bridal Couture content was not delivered by multiple sources, and was

limited to Pantene and Hum TV only.

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 6 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!