A detailed social report of Men & Boys, the Men's skincare and grooming retail chain on facebook from May, 2011 to July, 2011 by AliveNow Inc.

1. MEN & BOYS on Facebook
How AliveNow helped MEN & BOYS
transform their social media presence

2. Objectives
• To build the brand and create a recognizable identity for MEN & BOYS
products and services.
• Educating fans about the importance of using MEN only products for
Men. The awareness of Men’s grooming products was negligent in India,
not many knew about Men’s skincare products.
• Create a buzz about men’s skincare and grooming products and get the
word going around by creating more online conversations. Also, to keep
track of all the online conversations happening and address any
concerns, if needed.
• Talk to the customer as a brand so their queries are solved their
complaints are taken care of hence giving a positive image about the
brand. Its like taking feedback and accordingly improving the services.
• When your brand and company is on social media, it’s more accessible
by the customers.

3. • Increase footfalls to stores via various campaigns on social portals.
• Educate Indian consumers about Men’s Skincare & Grooming products
by communicating directly to them.
• Share tips on Men’s Grooming & Skincare with the target audience.
• Make posts on a regular basis in order to keep customers updated and
increase mindshare about the brand.
• Make it like a platform where conversations happen between business
and many potential customers.
• Establish MEN & BOYS as the one stop solution for all Men’s Skincare
and Grooming needs.
• Find out what your customers want and providing them with the solution.
• Give a chance to let your customers play an active role in the business.
Let them give suggestions and share what they like and what they don’t.
It might even give the business new ideas.

4. Activities Done (Introduction)
• By default fans would land on the Wall, for we shared tips on Men’s
Grooming & Skincare regularly on our wall. We change the landing page
as and when a different promotion is happening on the page.
• We created “Best Sellers” Tab were the high selling (Volume) were
displayed .
• We then created a location tab for the MEN & BOYS stores.
• A tab for Celebrities who had visited our MEN & BOYS stores.
• Facebook Campaigns for Father’s Day.
• Press releases.
• Regular posts about tips on Men’s Grooming & Skincare to educate the
fans of MEN & BOYS and about the products which are ideal for Men, to
capture the mind space.
• Poll and questions to know customers preferences, their likes etc.

5. Best Sellers
• Created a Tab for MEN & BOYS
Best Sellers.
• Fans could easily go through all the
best sellers as we made it a
slideshow and we included the
international awards won by these
top products further enforcing the
products credibility.
• We updated the link to the Best
Sellers tab on the wall.

6. Store Locator
• Announcing the opening of new
Stores.
• Created a Store Locator tab so
that fans can locate our stores
from Facebook itself.
• All details from Address, Phone,
Email and the various services
offered in the stores was shared
on the tab.
• Fans could select the different
stores from the Drop Down menu
and that store details would
appear on with store images on a
automated slideshow at the
bottom.

7. Celebrities At MEN & BOYS
• Created a Tab to showcase the
celebrities who visited our stores.
• We created a before liking landing
page and after liking landing page
for this tab. We made this tab the
default landing page, so any fans or
non-fans coming to the page will
land here.
• For Non-Fans before liking the page,
the faces of the celebrities were
hidden asking the fans to like the
page to find out who the celebrity
was.
• We ran Facebook Ad campaign
revolving around this, any non fan
would land on the page illustrated
here.

8. Celebrities At MEN & BOYS
• As soon as the visitors clicked
the Like button and became a
fan, he would see a automated
slide show of celebrities who
visited our stores.
• This created a buzz for many
international cricketers, sports
men and actors had visited the
store which gave the store a
good credibility.
• In fact David Hussey came
thrice to the store for a close
shave!

9. Facebook Campaigns
• Father’s Day Campaign
– The offer was launched during the week of Father’s
Day, integrating both Facebook and In Store
promotions.
– The question was “What are going to Gift to your
father this “Father’s Day”.
– Facebook Ads were run targeting a niche audience,
the Father’s Day tab was set as the default landing
page during the campaign.
– The Fan’s & Non-Fans would land on the Father’s
Day campaign tab where the 3 different kits (Gift
packages) were displayed with complete detail.
– The Packages were offered at a discounted rate
during the Father’s Day week.

10. Father’s Day Tab
• This tab was set as the default landing page
during the campaign period.
• The 3 different Kits were showcased on this Tab
with complete details from the products in the Kit
to the actual price and the discounted offer.
• An automated slideshow of the products with
images was included in this tab for each Kit.
• Also links to other tabs were provided at the
bottom of the tab.
• When clicked on the preferred Kit type that
package would display.
• Updates were made on the wall promoting
Father’s Day Special

11. Facebook Campaigns
• Rakshabandhan "My Brother's The Smartest
contest"
– The contest was planned to be executed
from 22nd July to August 8th
– The contest is divided into 2 parts, we made
the contest live on 22nd July. The first part of
the contest would end on 31st July, 2011.
– The contestants were required to leave an
entry on the contest tab as to why their
brother is the smartest and why he deserves
the Gift Hamper worth Rs.10k.
– Every contestant who entered and compiled
with the rules of the contest received a
special coupon apart from the Gift Hamper.
– Facebook Ads were run targeting women,
Rakshabandhan tab was set as the default
landing page during the campaign.
– In the first round of the contest MEN & BOYS
jury would select the top 10 entries from the
contestants. Which would be put to voting in
August on a separate Tab.

12. Rakshabandhan Tab
• We created a tab with directing the contestants
on how to enter the contest, what was the
contest about and how the winners will be
selected.
• The contestants were required to leave a
comment on the Tab.
• Regular updates were made on the wall
regarding the Rakshabandhan contest inviting
sisters to express their love for their brothers.

13. Frequent Updates, Tips & Queries

14. Frequent Updates, Tips & Queries

15. MEN & BOYS Facebook Ads
• We did various Facebook ads for MEN &
BOYS during new campaigns.
• The number of fans before ads was 255 as
of May 15th, 2011 and after the different Ads
& Campaigns the number of fans had
increased to more than 3,000 by July
31st,2011.

16. The total number of people who have liked the Page from
May to July 2011.
3500 3272
The rise in number of
3000
fans is due to
Facebook Ads &
2500
Campaigns run on the
2000 page.
1500 1,214
1000
500 357
0
May June July

17. No. of new likes every month from May to July 2011.
2500
2,283
The rise in number
2000 of new fans is due
to campaigns &
higher Ad spends in
1500
June and July.
1000 896
500
114
0
May June July

18. Daily Page Views from users logged into Facebook from
May to July, 2011.
5000
The rise in number of 4,442
4500
Page Views in June &
4000 July were also due to
3500 MEN & BOYS
campaigns and Ads.
3000
2500 2,355
2000
1500
1000
518
500
0
May June July