Kiehls, one of the leading skincare brands in India runs a social media campaign by Crosshairs Communication to keep the community positive and engaged online during covid times. Below is the campaign details.

 Agency: Crosshairs Communication
Brand: Kiehl’s India
Campaign: How to keep the community positive and engaged online

Objective: Life is ever evolving. The only certainty is change. This quote by Alison Mcatee perfectly describes our Kiehl’s strategy during Corona times by Crosshairs Communication. For a high-end skincare brand like Kiehl’s it wasn’t a very difficult task to evolve given the fact that they have a long-standing history of corporate social responsibility as it’s a family founded brand and they champion the welfare of the local communities. Kiehl’s has always  been dedicated to giving back to the communities with three key causes - Children’s Welfare,  Environmental Conservation and HIV/AIDS Awareness.
As the lockdown hit everyone on Mar 24, 2020 shutting the entire country for an unpredictable period of time. Crosshairs Communication stepped up for Kiehl’s & for its audience around the world in giving more than Skincare Advice. We took the Kiehl’s social media platforms and restructured them into a mental health and wellness platform keeping a regular check with its community.

 Action Plan:  Given the recent scenario, retail brands were one of the badly hit sectors of the industry where business had suffered. Overcoming all this, Crosshairs Communication planned on laying all the focus on digitalizing the brand and reconnecting with the audiences with more than just skincare. We collaborated with micro, macro and well established influencers from a variety of industries like Makeup Artists, Bakers, Fitness Experts, Dermatologists, Fashion Bloggers. The strategy was to get experts from different fields under one roof and keep the users engaged on the page. Initially we started with getting dermatologists on board for an informative Ask Me Anything session on Instagram where the audiences could ask away their skincare concerns virtually. We further incorporated our global concept of Kiehl’s Koncierge where the Kiehl’s Customer Representatives would answer the queries received from the audiences for them to feel nothing has changed and Kiehl’s is there to support the community virtually if not physically. As the days passed, we gave a more interactive twist to the page by getting Fitness Experts, Bakers, Nutritionists, Makeup Artists on board purely on a relationship basis for the greater good of the community. In addition to these activities, since the Kiehl’s stores all over the nation were shut, we also devised on creating a strategy for launching the ecommerce website for the brand with Influencers like House of Misu, Shereen Love Bug, Eisha Chopra, Guneet Virdi, Karishma Kotak and others for video content and swipe up stories leading straight to the newly launched Kiehl’s website.

 Result: By following the digitalization approach we garnered a combined reach of over 100K and we ended up associating with over 30 such collaborators over a period of 40 days during the lockdown. The brand  was also recognized by Boston Consulting Group on Facebook as the ‘Best Practice on Instagram Page during covid   times’, turning the Instagram page into a virtual Mental Health and Wellness Centre. In addition to this, Crosshairs ended up creating and executing over 800 Instagram stories that were engaging, informative and also brand centric.

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