Kaya Skin Clinic, the brand most associated today with a scientific approach to skincare, has redefined the bridal make up market using the platform of social media marketing. It was researched that the to- be-bahu today is googling for bridal make-up before her wedding day and seeking a lot of advice before making her purchase decision. Internet branding gave Kaya a platform to engage the customers and have a two way dialogue with them. Currently, they spend 5-7% of their budget on the digital medium. They realized that there is a widespread lack of awareness about skincare and there is a need for expert advice on skincare. There are millions of web searches and hundreds of queries on skincare. But over 250 dermatologists worked with Kaya to actively respond to these queries on various forums like Yahoo Q&A etc. They also reached out to prominent bloggers for skincare education. They also used social media to update their existing and potential customers on the latest offerings which included services, technology and special promotions. They are active on Facebook, Orkut, Twitter and Youtube and on portals like Yahoo. In addition to service and product updates, they give daily skincare tips and engage customers who actively seek information on regular skincare. Also significant was the fact that videos which would have been used by other firms for advertorial purposes was used by Kaya for educational purposes to demystify bridal package for potential customers.
The overall result: within the first four months, it could reach out to more than one lakh prospective customers through 24 PR sites, 36 social networking sites, 65 forums, 10 videos, 11 contests and many more.
If a skin care brand can engage with its customers, why aren't many luxury brands leveraging this media to build a deep relationship, especially when the nature of the luxury brands demand high involvement?
Come, let's explore such avenues and more at Coffee, Conversations & Marketing!
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