Maybelline New York is the world’s no.1 makeup brand. The brand has created its image for women who are fun, fashionable and up-to-date always, they always create products in line to their brands core values. And they have done it again with the launch of their new products “30 shades of Pink.”
About this campaign
On February 25th 2014, Maybelline India ran a Twitter Contest, to promote 30 shades of Pink, where they encouraged users to tweet about why they love colour ‘Pink’ with the hashtag #ILovePinkBecause and the winners would stand a chance to win some of their merchandise. It was a fun ride to see those tweets coming in from various users. The hashtag #ILovePinkBecause was trending the entire day on Twitter for solid 24+ hours.
The Twitter effect of the Campaign
We tracked the entire campaign with Talkwalker, which is an ultimate tool for Social Media monitoring and analysis. Let’s take a look at the ripples the campaign has made on Twitter and what sort of reaction it drew towards the brand and their products.
Overall Results
As we can see in the graph above the conversations relating to Maybelline and the hashtag peaked on twitter the most since the inception of the contest on 25th February 2014 and as we can see below ripples of those conversations are still being created even though the contest ended within a few hours on the same day itself. And people started associating this hashtag with a lot of other topics as well.
What users were talking about?
The topics surrounding these conversations on Twitter yielded a lot more discussions around the hashtag #ILovePinkbecause. And these discussions led to multiple treads of topics, apart from talking about Maybelline and the new Pink products line. Followers related this hashtag to the movie Gulabi Gang as that movie is about women empowerment and they associated the color pink with that.
Sentiment of their conversations
As we can see below the sentiment graph, the conversations sparked maximum positive responses, followed by neutral comments and lastly followed by negative comments by Twitter users. Looks like the followers have associated more positives with hashtag #ILovePinkBecause, one of reasons being mainly as the hashtag is asking the Twitter users why they love pink and as they are asking its users why they love something thus all the replies were either positive or neutral. And very few negative, either they were anti pink color or were mocking others like Rahul Gandhi.
via:http://blog.digitalinsights.in/maybelline-india-social-media-campaign/05149487.html
No comments:
Post a Comment