(Next week: Which region prefers what brand?)
The curtains just came down on India’s largest fashion event – Lakme India fashion week. It was a glitzy, star studded affair and the glam quotient couldn’t have been higher. So we thought why not take a look at how Lakme is doing on social media? When it comes to make-up brands, no conversation about Lakme can be complete without mentioning one of their top competitors – Maybelline! So we analyzed conversations between both Lakme and Maybelline over the last 6 months to see which of the two beauty giants are winning the mascara war!
Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyzes the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.
Maybelline and Lakme have always fought head to head – with Maybelline just a little ahead of Lakme in the race. However, we see a huge spike for Lakme in the last week and the reason is obvious – Lakme India fashion week in Mumbai. Myntra cashed in on it to offer a 40% discount on their Lakme inventory, which gave them huge levels of engagement.
Surprisingly though, it’s still Maybelline that’s leading the mentions race albeit only slightly. Mostly because Maybelline India hosts regular contests that drive engagement.
While it’s important to know who is talking about you, it’s also important to know what is being said. Taking a closer look at the hashtags associated with both brands, it’s easy to see that Lakme’s social media team did a great job during the Lakme India Fashion week – their hashtags dominate Lakme’s bubble and the overall number of hashtags associated with Lakme are also far higher (size of the bubble indicates this). Maybelline’s aforementioned contests are the reason for their mentions and their hashtags.
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The report also suggested that HD channel viewership increased by 15% in the last two years