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Fair & Lovely –
Confidence at Work
Presented by –
Ajay CN
Jayavignesh Reddy
Prashanth RV
Saravanan M
Shravanesh S
Thanish Mohammed
Digital and Social
Media Marketing
OBJECTIVE
“To change the image of fair & lovely from a brand
that boosts beauty to a brand that boosts
confidence”
• Earlier advertisements portray failures of dark
skinned people
• Endorsers of Fair & Lovely were trolled on social
media
Fair and lovely campaign
• Advertising Standards Council of India issued new ad
guidelines
• New guidelines prohibited negative portrayal of dark
skinned people
• Confidence at work campaign addresses these
guidelines
OBJECTIVE
Target Audience
• People getting ready for an interview, for work
or just hanging out with friends.
– vlogger Maia Sethna shares tips on office wear
https://youtu.be/gBtyydyAPi8
– Blogger Karishma Rawat shares tips on
communication at work
https://youtu.be/ZKX_peKqax8
PLATFORMS
• Platforms used - Youtube, Facebook
• Also partnered Google in its women empowering campaign
‘Helping Women Get Online’ (https://www.hwgo.com/)
• Started a scholarship exclusively for girl students
• Its Facebook page has been engaging women with contests
around the videos.
• FB page gifted Micromax mobiles to winners
Some of the facebook ads
Fair & lovely ad appearing in a Youtube video of Ponds cream
Views of the new F&L campaign videos
A SHIFT IN THE
APPROACH
Cost Of Campaign
• Major Identified Costs:
• Yami Gautam - 1 crore
• Fair and Lovely scholarship - Rs. 100,000 to
300 students. - Rs. 3 Crores
METRICS
• Check your traffic
– 1. SESSIONS VIA SOCIAL REFERRAL
– 2. PAGEVIEWS
– 3. AVERAGE SESSION DURATION
– 4. LANDING PAGES VISITS
– 5. CONTRIBUTED SOCIAL CONVERSIONS
– 6. LAST-INTERACTION SOCIAL CONVERSION
• Here are the 6 critically valued social media success metrics.
– Daily Story Feedback: http://facebook.com/insights
– Klout
– PostRank
– Share of Voice
– Inbound Links
REFERNCE
http://www.socialmediaexaminer.com/metrics-to-track-your-
social-media-efforts/
http://www.brafton.com/blog/social-media/solving-social-
media-mystery-6-metrics-measure-success
http://lighthouseinsights.in/fairlovely-blogger-campaign.html/
Fair and lovely campaign

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Fair and lovely campaign