Social Media Case Study on IRIS Home Fragrances. How AliveNow launched the IRIS Home Fragrances facebook page and engaged with the audience with Campaigns and applications.

1. Case Study: IRIS Home Fragrances on Facebook
How AliveNow launched the IRIS Fragrances page on
Facebook and engaged with the audience.

2. Background
• Ripple Fragrances is the spatial fragrance division of the NR
group which was established in 1948 and is the market leader
in incense sticks with its flagship brand “Cycle”.
• IRIS Home Fragrances is the leader in the Indian Home
fragrances market. Their mission is to provide “complete
sensory delight through fragrances and forms which
complements one’s lifestyle.”
• They decided to use social platforms to take the Age Old
power of Fragrances to every home. Make IRIS Home
Fragrances the one stop solution for all Home Décor needs
and Wellness.

3. Objectives
• Increase the awareness of the brand among the modern
consumer and connect with the target audience.
• Make IRIS the one stop solution for all home fragrance
related queries, wellness and home decor.
• Share tips and wellness advice with fans and impart the age
old knowledge of fragrances and well being.
• Engage fans on a daily basis on the page, with regular
updates, engagement modules etc.
• To build up a community where fans can share their
experience with home décor, wellness & fragrances.

4. Activities Done (Introduction)
Regular status updates and content
We made regular Updates on the page, driving engagement on the Page
and to share information and Tips on Home Décor, Wellness and Fragrant
stories.
Welcome Page for IRIS Home Fragrances
We designed and developed a welcome page for IRIS Home Fragrances,
which would showcase the different categories of Fragrance Products from
IRIS .
Outlet Locator app
This was to help fans locate stores from Facebook. We further divided the
functionality to stores and virtual Stores. Users has the ability to view stores
across states in India and also see the various online stores.
Products app
We created a IRIS Home Fragrances Products application, where we
showcased the different products from IRIS.

5. Campaigns and Contests (Overview)
Fragrance Day Contest
we celebrated Fragrance Day by asking the Fans to decide for them what
fragrance best defined their personality!
Mother’s Day Campaign
we did a campaign giving the Fan’s to express their Love for their Mom on
Mother’s Day. We also announced Winners and created Certificates.
Father’s Day Campaign
celebrated Father’s Day by asking fans why their father is the “Worlds Best
Father” and select a product that they would like to gift their father on the
special day!

6. Application’s and Tabs

7. Welcome Tab
• The welcome tab is the first
thing any fan would see
when they land on page.
• On the Welcome Page we
showcased the different
products categories from
IRIS Home Fragrances in an
automated slideshow
format, the fan had the
ability to like or comment
on the application.

8. Products Application
• We designed and
developed a
comprehensive products
application.
• We showcased the different
Products available from IRIS
Home Fragrances, with a
description of the product,
Product code and the
different fragrances the
product was available in.
• The fan had the ability to
select the product category
he wished to see more
information on in a drop
down menu, as showcased
in the image.

9. Products Application
• We made this an
automated slideshow, the
Fan also had the ability to
navigate between the
products manually as well.
• The Fans also had the
ability to leave a comment
on the Application and
post it to their Facebook
Profile.
Link to the Application on
Facebook:
https://www.facebook.co
m/iris.home.fragrances/ap
p_122251714566493

10. Outlet Locator
• We created a
application on
Facebook, from where
the Fan has the ability
to locate outlets across
all states in India.
• When ever a Fan hovers
over a state and clicks
on the map all the
outlet address from that
where fans can get IRIS
Home Fragrance
products is displayed.
• We also incorporated
the various Virtual
stores.

11. Outlet Locator
• When a Fan
selects a Virtual
Store from where
he/she is looking
to buy the
product, it takes
them to that
Virtual Shops
page where the
products are
displayed.
• The Fan also has
the ability to
comment and
ask queries on
Link to the Application on Facebook: the application.
https://www.facebook.com/iris.home.fragrances/app_307837952
626011

12. Campaign’s & Contests

13. Fragrance Day Campaign
• We came up with a
campaign to celebrate
Fragrance Day.
• We asked Facebook Fans to
wish their friends on Fragrance
Day by selecting a fragrance
that resembled their friend the
most.
• The Fan had to select the
Fragrance and the Friend, a
message was auto posted on
the participants and the
friends wall, wishing them a
happy Fragrance day and the
fragrance they associated
their friend with.

14. Fragrance Day Campaign
• The contest went Viral and the Fan base grew quiet exceptionally.
• We announced 25 lucky winners at the end of the contest.
• The winner’s shared their feedback on our products after receiving the gift.
Below some of the messages we received from Fans who took part in the
contest!

15. Mother’s Day Campaign
• We celebrated Mother’s
Day by asking the Fans
to surprise their moms by
sending across their wish
for Mother’s Day.
• We created a
Certificate for each
entry we received and
published the same on
Facebook.
• At the end of the
contest we selected 10
Lucky Winners and
mailed them a Gift for
their Mom!

16. Mother’s Day Campaign
• The concept was
simple leave a
message for your
mother and Win a Gift
for Her from IRIS Home
Fragrances.
• Messages from Fans
started pouring, we
created a certificate
for every participant.
• The Winners of the
Contest expressed
their Joy in having
won a Gift from IRIS
Home Fragrances for
their mother!

17. Father’s Day Campaign
• We celebrated Father’s Day Campaign
by inviting Fans to select the Product that
they would like to Gift their Dad on
Father’s Day!
• The user had to select a Product that they
would love to gift their Father and share a
message with us, telling us why their Father
is the Worlds Best Father!
• We added many New Fans as the
campaign went Viral and lot of buzz and
conversation was generated on the Page.
• At the end of the Campaign we selected
15 lucky winners who took part in the
contest and mailed them the Gift they
had selected for their Father!

18. Father’s Day Campaign
• We announced the Winners on our Facebook
Page after the campaign ended!
• Fans shared their delight in Winning a Gift
From IRIS Home Fragrances! The participants
where sportive and congratulated the
winners!

19. Updates & Queries on the Page!

20. Frequent Updates & Queries

21. Frequent Updates & Queries

22. Facebook Analytics

23. Total Likes on IRIS Home Fragrances Facebook Page
Likes on Facebook Page
10000
9,039
9000
8000
7000 6,483
6000
5000
4000
3000 2,379 2,434
2000
1000 246
0
February March April May June (20th)
*All data are from 1st February, 2012 to 20th June, 2012.

24. Level of Engagement on IRIS Home Fragrances Facebook Page
Engagement Level
180000
1,56,640
160000
140000
120000
100000 90,145
80000 63,235
60000
38,401
40000
20000
214
0
February March April May June (20th)
*All data are from 1st February, 2012 to 20th June, 2012.

25. Reach of IRIS Home Fragrances Facebook Page
Reach
6000000
54,17,220
51,65,098
5000000
4000000
31,05,953
3000000
2000000 15,83,971
1000000
3549
0
February March April May June (20th)
*All data are from 1st February, 2012 to 20th June, 2012.

26. Impression’s on IRIS Home Fragrances Facebook Page
Impression
2,50,00,000
2,07,15,178
2,00,00,000
1,53,57,076
1,50,00,000
1,20,72,406
1,00,00,000
54,42,414
50,00,000
12,687
0
February March April May June (20th)
*All data are from 1st February, 2012 to 20th June, 2012.

27. Thank You!
For more details regarding the IRIS Home
Fragrances Case study, write to us at
contact@alivenow.in with your queries.
Visit us at www.alivenow.in to learn more.