Case Study on Kiehl's India launching their boutique store in Mumbai, creating buzz via Twitter with the help of MindShift Interactive. Read on to see how celebrities, influencers on twitter & just about EVERYONE created buzz about #KiehlsMumbai An award-winning Case Study, for sure!

1. Kiehl’s India
Case Study

2. The Objective

3. The Strategy
 Run Contests creating brand awareness
 Engage with the right audiences
 Building Insightful brand connect
 Understand Consumer Sentiments
 Leverage Influencer Relations

4. The Execution
Contests Galore!
#WeekendContest
#DailyKiehls #NeedsToUseKiehls
20 Days
+600 entries

5. Running contests based on Insights
(The graph highlights the peak timelines in a day with maximum interaction in form of RTs, replies and @ mentions)

6. We made everyone speak about Kiehl’s Mumbai
A definite contender for the “Most talked about Legendary Twitter Campaign of 2011”

7. Engagement creators…

9. The excitement was created!

10. Campaign Launch
Give Back Contest
 Adapted from the Kiehl’s Gives spirit of giving back to society.
 Insights showcased the “need” for influencers to connect with
people on their TL.
 Bloggers &Tweeps gave back to their readers & followers creating
personal interaction & rewards.

11. Friends of Kiehl’sshared their love

12. Our Coverage ….

13. Results… Consumer Pulse –
61% Positive Sentiments
Launch Party Talk –350+ Mentions 25% Neutral Sentiments
270+ Tweets using #KiehlsMumbai
were posted on December 14, 2011 –
Wednesday.
Celeb Interaction
TwitterKlout with RahulKhanna, Sophie
Followers: 514 Choudhry, PoojaBedi, Manasi
Scott, AnushkaManchanda, Miss
Total Interactions: 2566
Malini& Bandana Tewari
Total Reach: 1,90,052

14. in less than a month…
500+ followers
59 Influencers

15. The Results
‘#KiehlsMumbai’ Trending in Mumbai
for 3 days!

16. The Results
Everyone said #KiehlsMumbai

17. At the Event
Over 600 Twitter
conversationsabout
#KiehlsMumbai launch!

18. “We merged our expertise in understanding the
consumer pulse & gaining insights through our
Social Media Report to select Twitter as our
primary Campaign platform. The ‘Give Back’
contest helped create the buzz, excitement
&brand connect we were looking for. The Result was
was seen across Twitter with #KiehlsMumbaibeing
the talk of the town ensuring consumer
awareness & increased footfalls.”
Zafar Rais, CEO
MindShift Interactive

19. “Social media platforms like Twitter are a key
element of that digital universe that our
customers traverse and MindShift Interactive
has worked towards getting us closer to them.
Our digital campaign reached out to over 2.5
lakh customers across Twitter within the month
and we received an overwhelming response.”
Anurag Tyagi, Brand Manager
Kiehl’s India

20. #MindShiftSays
• Data is key to determining a sustained action plan & achievable
objectives.
• Deliver strategies based on an understanding of the consumer
pulse.
• Customize & Integrate across mediums to create space for
innovation.
• Challenge the ordinaryif you truly wish to create a MindShift.
MindShiftInteractive is an Insightful Digital Outreach powerhouse housing
MindShift Digital, its Social Media Marketing Agency &
MindShift Metrics, its Social Media Research Company.

21. Thank You!
www.mindshiftinteractive.com