Social Media Coverage of Lakme Fashion Week that made them the largest Fashion Week of the World - Cumulative Audience on Social Media. One of the best efforts from AGENCY09

1. Social Media Performance Analysis
18/03/2016 – 13/4/2016 (25 Days)
18-03-2016 to 13-4-2016

2. Biggest Fashion Week of India
50+
Stylists /
Hair & Make Up /
Choreographers
300+
Celebrities/Artists/
Fashionistas/Bloggers
250+
Models
10
Days of Fashion
100+
Designers
1
Event
#LakmeFashionWeek
18-03-2016 to 13-4-2016
50+
Shows
5K
Daily On Ground
Audience
at the Event
25+
Advertisers /
Sponsors

3. Our Role - Cover them on Social Media
• Facebook
• Twitter
• Instagram
• Snapchat
• Periscope
• Youtube
• Roposo
Engage 7mn+ Cumulative Global Audience on Social
Media

4. Cover - On Ground Activities on Social Media
• Fittings
• Backstage
• Ramp
• Parking Lot
• Pool
• Terrace Garden
• Red Carpet
• Apartment
• Main Stage Area
18-03-2016 to 13-4-2016

5. Only Challenge
We were on boarded
12 days before the event
to cover the complete event

6. Objective
To establish
Lakme Fashion Week
as
“India’s No. 1 Fashion Week”
while setting global benchmarks in marketing of
fashion
18-03-2016 to 13-4-2016

7. Our Approach
Plan
Inform the audience
Engage & Educate
Cover all the hype using latest tools
Go International

8. Activities Involved
Lakme
Fashion
Week-
Summer
Resort ‘16
Campaigns
Countdown
Posts
Contests
Exclusive
Activities
Celebrity
Coverage
Tech
Innovation
Event
Coverage -
Live
Live
Coverage
• Live Tweets
• SnapChat
• Instagram
Backstage
• Fittings
• Live
Interviews
18-03-2016 to 13-4-2016

9. Campaigns
18-03-2016 to 13-4-2016

10. Campaigns for Brand Buzz
18-03-2016 to 13-4-2016

11. Campaigns for Elektrocouture Show Buzz
18-03-2016 to 13-4-2016

12. Campaigns for Textile Day Buzz
18-03-2016 to 13-4-2016

13. Facebook Live
18-03-2016 to 13-4-2016

14. Apple Music
18-03-2016 to 13-4-2016

15. Go Pro
18-03-2016 to 13-4-2016

16. More Campaigns
• Renzo Rosso
• Pallavi Style Dairies Tie-up for Textile Day
18-03-2016 to 13-4-2016

17. Contest done for #LakmeFashionWeek
18-03-2016 to 13-4-2016

18. Contests
18-03-2016 to 13-4-2016

19. 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
18-03-2016 to 13-4-2016

20. Countdown Posts
18-03-2016 to 13-4-2016

21. #LakmeFashionWeek Build Up
18-03-2016 to 13-4-2016

22. Designer Count Down Posts
18-03-2016 to 13-4-2016

23. Manish Malhotra & Elektrocouture
18-03-2016 to 13-4-2016

24. Monisha Jaising & Anita Dongre
18-03-2016 to 13-4-2016

25. Wendell Rodricks & Rohit Bal
18-03-2016 to 13-4-2016

26. Celebrities Covered
18-03-2016 to 13-4-2016

27. Celebrities at Lakme Fashion Week
18-03-2016 to 13-4-2016

28. Celebrities at Lakme Fashion Week
18-03-2016 to 13-4-2016

29. Celebrities at Lakme Fashion Week
18-03-2016 to 13-4-2016

30. Time Lapse videos
18-03-2016 to 13-4-2016

31. Fittings
18-03-2016 to 13-4-2016

32. Designer Insider
18-03-2016 to 13-4-2016

33. Designer Insider
18-03-2016 to 13-4-2016

34. Designer Insider
18-03-2016 to 13-4-2016

35. Guess the Designer
18-03-2016 to 13-4-2016

36. Guess the Designer
18-03-2016 to 13-4-2016

37. Boomerang
18-03-2016 to 13-4-2016

38. What’s on your mind?
18-03-2016 to 13-4-2016

39. Twitter Mirror
18-03-2016 to 13-4-2016

40. Snapchat Take Over
18-03-2016 to 13-4-2016

41. In 10 Days and a 14 member team, we
delivered…

42. A Massive Social Media Coverage
9
Build Up
Campaigns
5
Count Down
Campaigns
18
Contests
Activated
33
Live Videos
2
GoPro Coverages
5
Periscope Videos
9
Apple Music Posts
150+
Creatives Designed
7
Brand
Campaigns
#LakmeFashionWeek
18-03-2016 to 13-4-2016
1000+
Pictures & Video
Uploads

43. Parameters Details
Facebook Twitter Instagram Cumulative Total
Total Average Daily Total Average Daily Total Average Daily Total Average Daily
A B C A+B+C
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
25 Day Report Card
18th March to 13th April, 2016
1 - Snapchat and Roposo not Included
2 - Facebook Insights and Twitter Analytics used Paid tool was used for Instagram
Request for a
Detailed Report
www.agency09.in

44. Last Season Comparison
Medium Particulars
Winter Festive - 2015 Summer Resort - 2016 %Increase
40 Days Daily Average 25 Days Daily Average
Facebook
Likes
(From 831,050 to
838239)
(850,568 – 922,792)
Likes gained 7200 180 82596 3304 1735
Reach 1883155 47079 3920990 156840 233
Impression 9148734 228718 10529662 421186 84
Twitter
Followers gained (47045 – 51302) (66,852 – 72543)
Followers Gained 4257 106 5691 228 114
Impression 1500000 37500 2204447 88178 135
Link Clicks 5000 125 2700 108 -14
Retweets 2900 73 4500 180 148
Favorites 6000 150 11000 440 193
Replies 1500 38 2400 96 156
Instagram
Likes Gained 15184 380 16178 647 70
Engagement 365156 9129 261350 10454 15
Posts 522 13 404 16 24
Request for a
Detailed Report
www.agency09.in

45. Achievements
• 1735% increase in gain of likes on Facebook
• 233% increase in Facebook Reach
• Average 130%+ increase in Twitter
performance numbers

46. 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

47. What kept us going on…
14
Members
1
Hellava Team
#AGENCY09
18-03-2016 to 13-4-2016
Coffee
Consumptions
OMG
Moments

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

49. Jugal Thakkar
Brand Catalyst
A -201/202, Rizvi Palace, Hill Road,
Off Marks & Spencer, Bandra (w),
Mumbai 400050
jugal@agency09.in | +91 97735 84703
+91 9819227444
AGENCY09 – Intro Facebook | www.agency09.in | You Tube