1. Leveraging White Beauty’s
Perfect Match campaign
April – June 2012
A Social Media
Marketing Case Study

2. The Brief
The Goal - To leverage the concept of the Perfect
Match via an application on Facebook
Key message driver - To establish Pond’s White
Beauty as the perfect match for your skin
D

3. • Upgrade mass fairness
Business cream users to the new
Objective POND’S White Beauty
• Create a buzz for Pond’s
White Beauty & the
Communication Perfect match application
Objectives • Drive key product
message
D

4. The Thought
Facebook Building up
Application hype
Trending Enhance the
#perfectmatch campaign with
on Twitter a popular face
Live chat
with
Rannvijay
D on Twitter

5. Building up hype
Enormous
response
to the
generic
updates
building
up to
perfect
match
D

6. Building up hype
D

7. Stage I
An application that
aggregates your
information on Facebook
for you to find your perfect
match Click to find your
perfect match
D

8. Stage II
The application scans your
social DNA, (your
likes, dislikes, status on walls
D etc.) and finds a Perfect
Match from your friends list

9. Stage III
Winners shortlisted on
basis of their Perfect
Match score with
Rannvijay & their contest
entry
D

10. Amplifying the Idea of a “Dinner Date” with popular actor
Rannvijay Singha
Why Rannvijay?
Popular face on television
Face of popular youth show
MTV Roadies
Big hit with the girls
The Perfect Match for our
D target audience!

11. Perfect Match updates
Per post
Average likes – 400
D Average Comments – 50
Average Shares - 40

12. Perfect Match updates
D Average engagement rate of 3%
per post

13. User generated content
Total fans
increased
organically –
11,482

14. Trending #perfectmatch
Attempt to trend
#perfectmatch along
with a Twitter chat
session with Rannvijay
on 23rd May ‘12
D

15. Building up to the chat & engaging fans with #perfectmatch
D

16. Avg. no. of mentions per
minute during the chat - 5
Total no. of questions
asked by the number of
followers - 557
Total no. of re-tweets - 61
D

17. #perfectmatch Tweets
D

18. Excerpts of chat with Rannvijay
In a span of 1 hour chatting with
D
Rannvijay we received a total
no. of 557 responses

19. Continuing the conversation the next day
D

20. #perfectmatch trended No.1 across 5 cities within a span
of 15 minutes
D

21. Within the next 30 minutes, #perfectmatch was trending
nationally and internationally
Challenged and overtook
big names in terms of trend
popularity
#perfectmatch was also
D trending in the UAE

22. In 30 hours
In 2 hours
Within 15 minutes
D

23. Impact
# 1 trending topic India –
non-Promoted, unpaid media
• # 1 hashtag on twitter in all 6 cities covered by
Twitter, Mumbai, Delhi, Bangalore, Chennai, Bangalore &
Hyderabad
• Average lifespan of #perfectmatch = 1860 minutes ~ 31 hours
D

24. Windchimes Communications Pvt. Ltd.
contact@windchimes.co.in
+91 - 22 - 2651 8610