Maybelline vs Lakme vs Colorbar - A Social Media Monitoring Presentation

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A SOCIAL MEDIA MONITORING REPORT ON THE COMPARISON BETWEEN
MAYBELLINE, LAKME AND COLORBAR
–JULY 14TH -AUG 13TH,2015

35
155
9
260
211
165
16
31
2
204
18
11
MAYBELLINE LAKME COLORBAR
News Blogs Forums Google+
Source Distribution
Maybelline-60%
Lakme-35%
Colorbar-5%
Cosmetics
Brands- Overall
Mentions in %
Maybelline Lakme Colorbar
Sources covered-
Twitter, News, Blogs,
Forums and Google
Plus.
Total Mentions from All Sources- 8k
We monitored the Social media conversations on three leading cosmetic
brands between July 14th –Aug 13th 2015. (Geographic Location was
restricted to India).
• Twitter, Where most conversations happen - Close to 85% of the total
social media chatter on these products was on Twitter
• Maybelline is truly social - Almost 63% of the mentions on various
sources was about Maybelline, and it was the most discussed of the 3
brands followed by Lakme and Colorbar, in that order
• Close to 8000 overall mentions aggregated– Including Tweets, Blogs,
Forums, News and Google Plus feeds
• Brand’s official twitter handles and their followers count –
Maybelline- 66.3k Followers and 44.3k Tweets,
Lakme- 36.6k Followers and 14.7k Tweets ,
Colorbar- Around 4k followers and around 2k Tweets overall.
4289
2350
216
TWITTER
Colorbar
Lakme
Maybelline
Twitter Buzz
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Male
31%
Female
54%
Not Classified
15%
Colorbar
Male
25%
Female
42%
Not Classified
33%
Maybelline
Male
25%
Female
29%
Not Classified
46%
Lakme
83%
63%
85%
3%
14%
6%
14%
23%
9%
MAYBELLINE LAKME COLORBAR
SENTIMENT ANALYSIS
Positive Negative Neutral
Gender Classification for each BrandMaybelline:
• #WithMyColorsShowLipstick and #ToTheMaybellineGirl contests drew significant amount of mentions and both trending
positively with the users.
• While #WithMyColorsShowLipstick garnered close to 760 tweets, #ToTheMaybellineGirl was next in line with
approximately 300 tweets.
• Conversations cantered around Maybelline Mascara, Colossal Kajal and Colossal Kohl Turquoise were highly positive.
Lakme:
• #lakmefashionweek Winter/Festive 2015 discussions had over 800 articles from all sources making this the most
trended topic on Lakme. The trends were positive.
• @LakmeFashionwk contest garnered around 460 articles , from which majority were sentiment positive.
Colorbar:
Colorbar has a total of 400 mentions over the
aggregated time period and most of the mentions
were positive from a sentiment standpoint.
The most trended word with respective to colorbar
was the word “Shade” making up over 25% of the
articles
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TOP INFLUENCERS- BY SOURCE
• Most of the top influencers are predominantly Beauty
& Fashion Bloggers.
• Lakme and Maybelline’s influencers are predominantly
on Twitter and Google+
Source Maybelline Lakme Colorbar
Twitter Missmalini Dna lisha.b
akanksha redhu ICICIBank snehalatha jain
Google Plus ruchi jadhav Kajal Mishra darsana vsekar
Jane Vivian prerana kedia
Blogs jmeer vogue.in priya chaphekar
indrani1 simran jyotika udeshi
News anushree chandran maggie davis anisha pradhan
anisha pradhan aadil ikram zaki iqbal india.com ghk
Forums priyataanu bhairavi kedari NIL
rakshamanian dimplemetha
Top 3 Prominent Influencers on Twitter (from user
profile)
 Dna- Provides news, photos, videos and the latest
trends from India and around the world.
 Missmalini - Blogger, Vlogger and Social Media Jedi.
 Akanksharedhu- Fashion & Lifestyle Blogger
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• @MaybellineIndia, HOT on Twitter They have a huge twitter following when compared to the other 2 and continual
customer/fan engagement seems a key part of their social strategy. This also seems to be done through regular
contests/promotions.
• Lakme in the News! - Lakme has been predominantly featured by press and mainstream media ever since Lakme Fashion Week
was announced.
• The Colorbar scene - Colorbar’s social conversations is considerably lesser in India due to their fewer engagements on twitter.
However, Colorbar seems to be connecting very well to the Blogger community with over 43% of their conversations and
reviews happening on Blogs. The fact that over 85% of these posts (primarily reviews) are positive seems to suggest that their
product set is excellent
These are the various keywords which are associated with Brands
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SOCIAL MEDIA BUZZ- JULY 12TH – AUG 13TH
• Twitter Buzz- A marked surge in Twitter conversations on July 14th and July 31st are because of Maybelline’s announcements of contests-
#Colorshowoff and #WithMyColorShowLipstick, which trended well and had close to 1700 independent conversations on them.(Average
per day mentions on non contest days- 150-170).
• Lakme’s top trending days on Twitter, News , Forums and Blogs were on Aug 4th and Aug 6th because of the announcement of
#HandloomDay2015 and the #LakmeFashionWeek Curtain Raiser. A sneak peek of #LakmeFashionWeek was also shown on that day.
• Colorbar, comparatively, had far fewer conversations over the course of the month with an average of less than 15 mentions on a day-to-
day basis. There was a slight surge in trend on the 29th of July owing to their contest #WorldLipstickDay
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Maybelline vs Lakme vs Colorbar - A Social Media Monitoring Presentation

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Maybelline vs Lakme vs Colorbar - A Social Media Monitoring Presentation