Aayushi Singh

Deeptiman Dasgupta
Ankit Kumar
FORE School of Management, New Delhi
PARACHUTE ADVANSED BODY LOTION
THE DIGITAL AND MOBILE ENGAGEMENT STRATEGY
003_TRICKSTERS
2.5
Times is the expected increase in the number of people
who will own smartphone at the end of 2014
7.1cr
People own a smartphone in India
MobileBOOM
InternetBOOM
2015
We will be the second largest connected
population in the world, as per a report by
McKinsey
33cr
Indian users of the internet in 2015
3.3% Will be the contribution of internet to nations
GDP in 2015 up from 1.6% in 2011
REASON: Duetofallinginternetandmobiledevicescostsmore
numberofpeoplewillbeabletoaffordtheseservices
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website
The current Parachute Advansed website is dedicated to the hair care segment. There should an
integration of all Parachute personal care products in the same domain name.
The Alexa ranking of the website is 9,893,881. This shows that even with a well developed website, the
engagement among the target audience is missing.
The digital strategy should encompass increases page visits with an integration with facebook and the
Signature mobile app.
The key features to be present in the website for Skin Care to be:
Blogs and Stories: Registered app users to be provided with a blog space to share their experiences
Expert Speak: Blogs and Opinionairres by Experts
Know your Skin: A quiz to know how good your skin is, with the recommended solutions.
Tips and Tricks: General household tricks
Mythbusters: Like the existing pattern in the haircare segment, the skincare to follow suit
Facebook is the 2
nd
most visited website with over a 100 million users in India.
The content of Parachute Advansed Body Lotion Page to specifically target women in the age-group of 25-40.
Facebook to be extensively used for two way communication. The current page was suitable administered but it did not receive the requisite response.
Guerilla Tactics to be used for engagement with
simpler content and a conversational tone
Also to be used for other engagement activities like
Consumer surveys
Two kind of content to be posted periodically: 1) Call to Action & 2) Story Posts
social engagement
Story Posts
1) Integration with Blog: The website would be integrated to the facebook page and provide
stories from the users
2) Poster Girl: Based on the Instagram#parachuteyourskin contest
social engagement
Call to Action
1) Polls : These polls to be categorical in nature which asks for general day to day
opinions.
For eg: What do you do when you are out of your moisturizer?
2) Quizzes: An integrated feature with the mobile app
3) General and Curious: Like the existing posts on the page, this would be consisting of
general engagement posts following the theme of the product.
For eg: What was your most memorable rainy day?
other platforms
instagram
pinterest
twitter
A weekly contest to be
run on instagram with
#parachuteyourskin as
hashtag
The photo to receive
the maximum likes to be
used as a cover page on
the official fb page.
This periodic contest
would increase interest
and visibility
83% of Pinterest users
in India are women
Making a page and
administering regular
content
Pinning posts that are
collected across various
mediums
Using instagram
content
Even though, twitter is
an important platform,
currently it is not be
catered extensively due
to its fast decay rate
Can be only used to
generate important
feeds
youtube and integration aspects
Video Series: A YouTube video series that is instructional and light hearted with expert and
consumer aspects to be started
SEO: The website and blog series would help in generating relevant data. This would need a
proficient SEO which would increase visits to the websites. Since the blog would cover all
aspects of a good skin health, it is expected that with keywords like skin itch problems
would display the parachute page
INTEGRATION: The primary objective of the entire campaign is to seamlessly integrate users
across mobile and digital spaces. One User One Space would be the mantra of the
campaign. This would create a single chained network of users.
The Mobile Platform
1. Know Your Skin
An interactive feature which would
comprise of questions that would solicit
response from the users
The questions would be such so as to
adjudge the skin type and concern
being faced if any
The output would display results on skin
type and rate the users skin on a scale
based on the responses
2. Upkeep Your Skin
A feature that would allow the lady to
set her work clock timings i.e. the time
she gets up and goes to bed
Based on this input and skin type, it
would show reminders that could be
configured to suit ones needs, like
washing ones face, removing ones
make-up before going to bed, to drink
water when one gets up etc.
It shall show skin tips for that time of
the day and ideal things to be followed
as part of ones skin regime
3. Experts on Your Skin
This feature would have two sections -
Query the Experts This would allow
the lady to type a skin question based
on her needs and would enable her to
receive a personalized response
within a stipulated time
Book a Call This feature would be
enabled with each unit brought of
Parachute Advansed Body Lotion. The
user would scan the bar code
available on the product, and this
feature shall enable the lady to book a
call to the Parachute Advansed skin
specialists. The specialist would call
back to answer her personalized skin
query. (*Onlyonequeryforeachbar
codescannedthroughtheapp)

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4. The Parachute Skin Hub
This feature shall enable building a
Parachute Skin Advansed Community
This would enable the ladies to interact
and share their experiences and advise
the others on their problems
This shall be a collaborative platform
and induce interactivity
5. The Skin Quiz
This section shall comprise of a quiz on
skin issues and upkeep and care regime,
other knowledgeable facts one must
know about skin
On successful completion of the quiz, a
coupon shall be generated, which shall
be redeemable only at select retail
outlets
6. Linking to other Social
Platforms
The application shall be linked to other
social networking platforms like
Facebook page, Pinterest, the
Parachute Skin Advansed Blog
The Mobile Platform

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Search All
about Skin
This feature shall have exhaustive options related to Skin ailments
It shall have options to be selected based on ones skin type
Based on the selections, skin tips and skin ailments handy and
home treatment resolutions shall be given
It shall have all information on beauty upkeep, taking care of ones
skin, ideal diet for various issues and skin care etc.
promotion
Promotion is an important aspect in spreading reach of the content
The following are the prescribed specific promotional strategies to be used:
1) Tieups: Tieups with health facilities like Spas and fitness centres. Specific herbal
treatment centers to be also affiliated with.
2) Campaign: A dedicated Love campaign to be extensively used across all platforms
simultaneously. This would help in gaining audience for the app, which is the primary
engagement tool
3) Providing discounts and special incentives across all platforms
4) Sponsored ads, promoted pins, promoted tweets to be used occasionally for call to
action posts
5) Drive user engagement by providing them opportunity to participate in content
creation
Survey
A survey on basic habits of the consumer, this survey will
help the company in knowing their consumer in a better
way.
Consumers will be lured by means of a free sample which
would only be offered if consumers give their email address
and their contact details.
Getting the contact details will help in creating a database
for mobile app.
Consumers can be send the link directly on their
smartphones for them to download the app
Consumers can avail the sample by visiting the nearest retail
outlets.
Infographics
Infographics stands for informative graphics
These are graphic visual representation of
information intended to present complex
information quickly and clearly.
Users tend to spend a considerable amount of
time on these infographics, thus these become
a good way of engaging users to the page.