BLACK BOOK

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EVOLUTION

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MESSAGING

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BE KAYA READY
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2002

2003

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2010

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2011

2013

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2014

TODAY

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 INSIGHT

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 INSIGHT

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 INSIGHT

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 INSIGHT

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SKIN CARE HAIR CARE
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SKIN CARE HAIR CARE
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 TARGET
AUDIENCE

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Brand LOGO SIGNATURE LEAFLET KAYA MOTIF

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DR K

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DR RIGHT

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ANNIE

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KAYA KREW

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It’s a proposal you cannot Let your hair be the center of attention Do you feel like your hair just won't grow?
resist! Sign up for Kaya’s bridal everyday. Take care of your crowning You can now transform your hair from thin
services to look your best glory by scheduling an appointment to thick with Kaya's Hair Loss Solutions.
before the big day. with a Kaya expert today. Book your appointment today

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 Hi Swati! At the present, we do not have a clinic in the state
of Jammu & Kashmir. But you can still get in touch with our
experts via e-consultation or better, just tune in before 5 pm
today to get all your queries resolved by Dr. Right! <link>
Don’t forget to say #HelloHair ;)

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Follower Growth: 356 fans on this day

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•

• LASER

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 • We created relatable content for women between the age of
Women between the age of 25 – 35 25-35 years by focusing on various functional pegs like “That
Time of the Month” etc

• Special media targeting for young women using relevant tags

Total searches associated with Hair
and ad words. The success can be viewed through our
removal are 2,66,500
Facebook audience analytics

Waxing (25%) is the most searched • Created content around “waxing” by talking about the hassles
category followed by laser or permanent of waxing and bringing out the advantages of Laser Hair
removal (23%) Reduction through our blogger and comedian association

Cost is the largest inhibition factor • Educate customers by busting common myths about Laser
preventing Laser adoption Hair Reduction costs through Twinterviews and Myth Busting
content pegs

The second largest point of concern is • Similarly busted myths by emphasizing on the state-of-the-art
safety and different myths associated with technology used by Kaya through functional posts
side effects of laser

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Prelaunch Phase Launch Phase

Phase 1:
Introducing Annie Launch of Print
by teasing into Ad
the service

Phase 2: Introducing Functional Posts

Kaya’s Laser Hair
Reduction & and Social
#WishWearFlaunt Content

Blogger
Association in 2
phases

Comedy
Association with
Sumukhi Suresh

Launch of Video
with Isha Talwar

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Facebook: 3.62% Facebook: 5.70%
Instagram: 5.13% Instagram: 3.34%
Twitter: 2.4% Twitter: 2.7%
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Audiences Join our Movement

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 FACEBOOK
Engagement Rate: 42.42%
Total Video Views: 11,96,864
Facebook Bitly: http://bit.ly/WishWearFlauntKaya

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 Media Amplification
Social Amplification
A strategic media plan to
The video was amplified
enhance the video further
through intriguing cinemgraphs,
through snippets, bumper ads
quote from the script etc
etc

Contests/Activity Collaboration with Vanity Cask

Engaging contest to motivate Distributed 700 vouchers with
audiences to watch the video Vanity Cask in which artwork
and answer questions revolved around the video

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Interactive Posts

Cover Photo Collaborations with Vanity Cask

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No time for your waxing appointments?
Flawless skin is now only a click away!!

Recipients: 358
Time Sent: 13:21
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 Price Inquiry

Store Locator

Book an appointment

Positive feedback for LHR and

10% recommendations for trying 19%
Asking for more details on LHR
26%
15% Bad reviews for LHR
positive
Difficulties with appointments
negative
56%
11% neutral
25%
22%
8%
8%

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JANUARY FEBUARY MARCH APRIL MAY JUNE

JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

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JANUARY FEBUARY MARCH APRIL MAY JUNE

JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

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 BRANDS PROPOSITION IMAGERY TONALITY

KAYA Personalized expert solutions for skin Aspirational, informative, clean Positive, Aspirational
and hair care

RICHFEEL A medspa offering healthcare Highlights concerns. Uses animated Concern related
services at affordable prices. characters and Bollywood themes tonality

VLCC Holistic Healthcare Solutions Fresh, peppy, youthful. Youthful, Trendy

NEUTROGENA Norwegian Skincare Products Product focused, functional copy Simple, functional

OLAY Skincare products specializing in Consistent. Unique designs. Less use Aspirational, to the
Ageing of copy. Uses brand ambassadors point

CLINIQUE Premium skincare products Clean, consistent. Focus is on design. To the point, positive,
No copy

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‘TITAN’
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