Case Study: Ventes Avenues case study on user engagement by Frankfinn
Frankfinn undertook a month-long User Engagement campaign with Ventes Avenues recently.
Meitu, of top apps like BeautyPlus & Makeup Plus is exclusively represented by Ventes Avenues in India. Meitu currently has 456 Mn active users worldwide and over 25 Mn Monthly Active Users and 7 Mn Daily Active users in India.
Today, India’s Interdevelopernet penetration is 40%. 97% of these users access the Internet on their mobile devises. Despite this increase in penetration, only 30% of these are women.
BeautyPlus defies internet penetration in India; with 63% of its user base being women, amongst this, 95% are from 18 to 35 years of age. 30% of our users use Apple devises.
A BeautyPlus user is someone who loves clicking selfies, is social media savvy, and likes to stay updated on current fashion and trending content. She is interested in health, fitness and is a curious discerning shopper. On an average a user spends 7.19 minutes daily on the BeautyPlus app.
Women as a demographic group have always been important for advertisers, even more so today as they now enjoy a deeper say in matters and partake in decision making. These and many more are stand apart features for BeautyPlus.
Frankfinn Institute of Airhostess Training is one such advertiser whose main TG is young women who are at the cusp of making major career decisions in their life. BP was able to seamlessly fit the communications objective of Frankfinn.
Frankfinn decided to partner with BeautyPlus to engage with their audiences in an innovative way. This activity resulted in a long-lasting resonance & consideration in the minds of young girls’ aspiring to become air hostesses.
A special AR (Augmented Reality) filter was created for Frankfinn to demonstrate how it grooms women to help them achieve their #Flyhigh dreams. Facial recognition was the feature used to get a user to try the filter and see how they would look as an air hostess.
Over 2.93 Mn pictures and videos were taken of which 1.58 Mn were Unique. 68% of these pictures and videos were then saved on user devices ie in their mobile gallery; the overall reach of the campaign was 7 Mn+ user on social media. This is an amazing feat for any brand to get not only such a tremendous engagement rate but also a permanent shelf space in their user’s phone. It is activities like these that create a compelling and lasting relationship between the brand and its users. This campaign is the first ever in the professional education category.
A quote from Sachin Yadav, AGM of Frankfinn Institute "Frankfinn has always distinguished itself with providing the best at everything and this fascinating initiative was just another approach to staying ahead of the competition. The decision to become an air hostess stems at a young age. In a generation which is influenced by social media and selfies, we decided to create awareness by taking these two trends and coming up with the perfect way of inspiring young girls to achieve their dreams. Meitu - BeautyPlus gave us those wings to explore and interact with our young, aspiring female audience base."
Fauzan Rahim, Co-Founder Ventes Avenues, commented “We at Ventes Avenues always strive to push the envelope to bring new ideas and categories into the digital foray. We see a fitment for all brands, not just those in the beauty or fashion space. The success of Frankfinn, which is in the education space; has given us first-hand experience that all brands can creatively use this platform with relevancy and the right messaging. We are proud to partner with Frankfinn, the World’s No. 1 Air Hostess Training Institute on this amazing campaign and we hope this paves the way for other brands to consider this platform. In the coming festive season, we have many interesting filters which we will launch on BeautyPlus.”