Summary

”Mein Apni favourite hoon” It’s not just an iconic line, but the way in which we can love ourselves first (self-love).

When one becomes an #ApniFavourite, they are also proclaiming the responsibility of working towards themselves, always bettering themselves, always grooming themselves.

• Grooming your Aspirations

• Grooming your goals

• Grooming your personality

• Grooming & enhancing your beauty

• Grooming your healthy habits

• Grooming and moulding your life.

Objective

• Awareness:
  We aimed to create a buzz surrounding the ‘Apni Favourite campaign’, thus generating a robust community base and engaging in active and spirited conversations with relevant audiences.

• Lead Generation:
  We wanted our existing community & potential leads to buy our course ‘The Grooming Masterclass’. We targeted them through ‘Apni Favourite’ content & ads.

• Community Building:
  Establish a community of interested and like minded people who resonate with the page and the message we wished to convey.

Challenges

• Communication: To have a complete shift in the communication from Ace your pageant course to The Grooming Masterclass with a focus-intended towards Tier II and Tier III cities of India.

• Design: As the communication changed, the design aesthetics were made according to communication & the colour preferences that attracts our TG.

Execution

• Pre-launch: Unfolding the communication of the #ApniFavourite with 1*3 posts that focuses on the brand awareness of the course “The Grooming Masterclass”.

• Intent: To reach out to the women of Tier II and Tier III cities, who consider self-care is the best way to be your favourite.

Launch

• Launch video with a message to the women who should make self-care and self-love their utmost priority.

• Intent: Brand awareness along with the direct communication on what Apni Favourite is all about.

• Post-launch buckets: Talk about the The Grooming Masterclass with the objective of reach and engagement.

  • Entertainment: Pop culture references, Memes

  • Connection: Relatable, breaking the stigma and Topical posts

  • Lead Generation: FOMO and Direct posts about The Grooming School

  • Inspiration: Testimonials, Affirmations

  • Education: Fun hacks and webinars

  • Conversation: Weekly challenge and Engagement stories & posts

Results