Lakme Fashion Week - Summer Resort 2016 - Social Media Coverage - AGENCY09

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Social Media Performance Analysis
18/03/2016 13/4/2016 (25 Days)
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Biggest Fashion Week of India
250 Models
100 Designers
1 Event
50 Shows
10 Days of Fashion
LakmeFashionWeek
50 Stylists / Hair Make Up / Choreographers
300 Celebrities/Artists/ Fashionistas/Bloggers
5K Daily On Ground Audience at the Event
25 Advertisers / Sponsors
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Our Role - Cover them on Social Media

• Facebook
• Twitter
• Instagram
• Snapchat

• Periscope
• Youtube
• Roposo

Engage 7mn Cumulative Global Audience on Social
Media
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Cover - On Ground Activities on Social Media

• Fittings
• Backstage
• Ramp
• Parking Lot
• Pool

• Terrace Garden
• Red Carpet
• Apartment
• Main Stage Area

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Only Challenge

• We were on boarded
• 12 days before the event
• to cover the complete event

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Objective

• To establish
• Lakme Fashion Week
• as
• Indias No. 1 Fashion Week
• while setting global benchmarks in marketing of
  fashion

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Our Approach
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Activities Involved
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Campaigns
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Campaigns for Brand Buzz
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Campaigns for Elektrocouture Show Buzz
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Campaigns for Textile Day Buzz
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Facebook Live
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Apple Music
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Go Pro
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More Campaigns

• Renzo Rosso
• Pallavi Style Dairies Tie-up for Textile Day

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Contest done for LakmeFashionWeek
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Contests
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More Contests

• Renzo Rosso Decoded
• Diesel Party
• Neeta Lulla Twitter Contest
• Ka Sah Designer give away contest
• What is Fashion to you?
• Elektrocouture passes give away

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Countdown Posts
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LakmeFashionWeek Build Up
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Designer Count Down Posts
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Manish Malhotra Elektrocouture
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Monisha Jaising Anita Dongre
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Wendell Rodricks Rohit Bal
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Celebrities Covered
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Celebrities at Lakme Fashion Week
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Celebrities at Lakme Fashion Week
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Celebrities at Lakme Fashion Week
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Time Lapse videos
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Fittings
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Designer Insider
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Designer Insider
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Designer Insider
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Guess the Designer
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Guess the Designer
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Boomerang
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Whats on your mind?
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Twitter Mirror
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Snapchat Take Over
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In 10 Days and a 14 member team, we delivered
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A Massive Social Media Coverage
18 Contests Activated
9 Build Up Campaigns
5 Count Down Campaigns
7 Brand Campaigns
1000 Pictures Video Uploads
150 Creatives Designed
LakmeFashionWeek
2 GoPro Coverages
33 Live Videos
5 Periscope Videos
9 Apple Music Posts
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25 Day Report Card 18th March to 13th April, 2016
Parameters Details Facebook Facebook Twitter Twitter Instagram Instagram Cumulative Total Cumulative Total
Parameters Details Total Average Daily Total Average Daily Total Average Daily Total Average Daily
Parameters Details A A B B C C ABC ABC
Current Fan Base Page Likes, Followers, 922792 NA 72543 NA 16178 NA 995335 NA
Amplifications Retweets, Reposts, Shares 3544 142 4318 173 NA NA 7862 314
Conversations Comments, Replies, Mentions 2830 113 9668 387 2254 90 14752 590
Applause Likes, Hearts, Reactions 506351 20254 10309 412 259096 10364 775756 31030
No of Posts Total Posts Per Medium 364 15 659 26 404 16 1427 57
New Fans Total Likes, Followers, 82596 3304 5691 228 16178 647 104465 4179
Reach (Impressions / Reach - Inclusive of Video Views) 8337258 333490 2204447 88178 NA NA 10541705 421668
Request for a Detailed Report www.agency09.in
1 - Snapchat and Roposo not Included 2 - Facebook
Insights and Twitter Analytics used Paid tool was
used for Instagram
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Last Season Comparison
Medium Particulars Winter Festive - 2015 Winter Festive - 2015 Summer Resort - 2016 Summer Resort - 2016 Increase
Medium Particulars 40 Days Daily Average 25 Days Daily Average  
Facebook Likes (From 831,050 to 838239)   (850,568 922,792)    
Facebook Likes gained 7200 180 82596 3304 1735
Facebook Reach 1883155 47079 3920990 156840 233
Facebook Impression 9148734 228718 10529662 421186 84
Twitter Followers gained (47045 51302)   (66,852 72543)    
Twitter Followers Gained 4257 106 5691 228 114
Twitter Impression 1500000 37500 2204447 88178 135
Twitter Link Clicks 5000 125 2700 108 -14
Twitter Retweets 2900 73 4500 180 148
Twitter Favorites 6000 150 11000 440 193
Twitter Replies 1500 38 2400 96 156
Instagram Likes Gained 15184 380 16178 647 70
Instagram Engagement 365156 9129 261350 10454 15
Instagram Posts 522 13 404 16 24
Request for a Detailed Report www.agency09.in
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Achievements

• 1735 increase in gain of likes on Facebook
• 233 increase in Facebook Reach
• Average 130 increase in Twitter performance
  numbers

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For the First Time

• 1st Fashion week to do a Facebook live in India
• 1st Fashion week to go live on social media
  (Periscope) with a Go Pro in India
• Biggest Fashion Week on Social as of Date in
  terms of cumulative number of fans from all
  social media platforms

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What kept us going on
14 Members
Coffee Consumptions
OMG Moments
1 Hellava Team
AGENCY09
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What More

• AGENCY09 was awarded to handle the social media
  for
• Lakme Fashion Week - Winter Festive 2016
• and
• Lakme Fashion Week - Summer Resort 2017

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AGENCY09 Intro Facebook www.agency09.in
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Jugal Thakkar Brand Catalyst A -201/202, Rizvi
Palace, Hill Road, Off Marks Spencer, Bandra
(w), Mumbai 400050 jugal_at_agency09.in 91
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