MATTE GLOSS

Digital Donut
Aadya (089)|Aditya Saraf (084)|Aiswarya Gopinadhan (087)|Anmol
Engdandula (094)|Arun Pillai (097)|Banafsha Sheikh (139)|Gunjan
Batra (111)|Mano Ranjan (118)|Shenoy Chakerwarti (140)|Sumana Talla
(150)

Communication Idea
Consumer Truth
Consumers are competitive in nature and always like to take sides

Emerging Communication Idea:

To build a competing community
transforming makeup into a fashion
statement

Campaign Idea:
Team Matte
Vs
Team Glossy

Category Truth
Consumers are not loyal to brands while purchasing lipsticks but are
more loyal towards colours.

On Ground (Owned)

Shopper stop tie up- Red carpet and Digital Screen

- Shoppers Stop has 74 stores across 35 cities in India. More
than Lifestyle, and Reliance Brands.
- Dedicated section for cosmetics

Suggest suitable colours according to the skin tone through

digital screen

In store kiosk with Beauty Assistants for trials

Additional eyeliner kiosk: Suggesting eyeliner styles which go

in tandem with your lipstick

Take a picture or vine

On Ground (Owned)

Loreal parlors/salons will include look of the

day (Cannes) with complete makeup and hair
information

They can get this look of the day at

discounted rates if they post the experience on
social media

Digital (Paid or Clicked)

Take a pic or a video( With the Team step) with your favourite Lipstick and eyeliner or
anything under the sun which might be matte/glossy!!

Use #TeamMatte or #TeamGlossy and share it on various social mediums (facebook, twitter,
Instagram, Dubsmash, vine)

The highest number of likes and shares gets the entire collection of either matte or glossy
lipsticks and liner depending on the team they were supporting

Association with Instagram to launch two new Filters: Matte and Glossy (Loreal Paris icon pops
up every time the filter is used.
Sonam promotes #TeamMatte & Katrina promotes #Team Glossy by using these filters

Dubsmash videos of Loreal Brand Ambassadors with songs/ dialogues with references to
lips/eyes (eg: kajrare,etc), thus promoting our collection. They will also ask users to post their
own Dubsmashes promoting this collection. They can win the new collection (10 users)

Digital (Paid or Clicked)

Special Lipstick Brand store created on FLIPKART (promoted across their main properties)
Lipstick buying guide Mailers and an invitation to try out lipsticks in Shopper Stop

Paid advertisements on Instagram and Facebook to incite customers to choose a side Matte Vs
Glossy
Tie up with beauty/video bloggers to come up with content related to Matte & Glossy lipsticks
and Gel eyeliners, ask them to choose a team & ask their followers to buy lipsticks choose a team
as well!

KPI

Internal KPI
Response rate in terms of:
likes, shares and comments on social media
CTR for Google searches (paid and organic)
Growth
Conversion rate of outreach
Target: Sales Growth by 50% in two years
Conversion rate online should increase by at least 30% Average purchase Value :
Increase expected from INR 550 to INR 900
Conversion rate in offline stores should increase by
at least 20%
KPI for social media
ROI of outreach
Awareness Measure the reach of each post
External KPIs
Engagement Measure the likes and shares and how
Revenue generated
many unique users it has been able to involve through
Revenue per acquisition
engagement.
Improved Customer lifetime value
It is the projected revenue (repeat business) a customer will generated during his lifetime.
Different types of customers have different life time value (LTV). One of the best ways to
boost LTV is by improving customer satisfaction.

Costing & Scheduling

Task/Activity
On-Ground
Activation:
Shopper's Stop
Online Battle:
Team Matte vs
Team Glossy
Special Brand
Store Created on
Flipkart

Owned

Loreal Salons
Instagram: New
Filters
Tie up with beauty
blogger/vloggers

Media

Resources Required

Cost

Total Cost of Activity

Owned

Digital Screens in 74
outlets

9000 Rs.

6,66,667 Rs.

20th December

24th December

Earned

Collection Lip-Color

12000Rs.

7,20,000 Rs.

15th December

31st December

2,00,000 Rs.

15th December

Owned
Paid
Paid

Training to beauty
assistants to educate
them about the Cannes
look change and
promotion to the
customers
New Filter creation
Tie up with 5 popular
vloggers and bloggers

1000Rs.

Start of Task/Campaign End of Task/Campaign

15th December

31st December

3,00,000Rs

12,00,000Rs.

9th November

12th November

10000Rs

30000Rs.

15th December

24th December

Budget: Rs. 30,00,000 approx.,Christmas Season chosen as the time of the launch of the campaign

Merci.