Why Sonam Kapoor Chose Disciple
Sonam Kapoor’s app is the first of its kind in India. Through her app, Sonam hopes to inspire India’s younger generations by creating a lifestyle community around the key topics of Bollywood, film, fashion, wellness, food and literature.
Sonam Kapoor’s app was launched on April 29th 2016 at a press conference in Mumbai, India ahead of the annual Cannes Film Festival. The app was the first of its kind in India, making Sonam the first Indian celebrity to have launched her own app.
Sonam wanted to create deeper, more direct relationships with her community of fans and followers than was possible through social media. So, she launched her official app with Disciple.
She uses her app to share exclusive, inspirational content ranging from make-up tutorials and styling tips, travel diaries, book review, music playlists and all-access, backstage livestreams. And as a result, the app has become a thriving community hub for all things Sonam.
It’s a lifestyle mobile channel for India’s young fashionistas. A place where Sonam’s fans can meet each other, interact and share their passion for Sonam’s work. A space for Sonam’s fans and followers to express their love and support for Sonam whilst finding friendship with those who share in their passion. It’s essentially a digital representation of Sonam’s way of life: focusing on healthy and balanced living, travel and discovery, family values, giving back to the community and cherishing your close relationships with fans, friends and family.
Sonam’s app is free to download and free to use. But, Sonam’s team have found excellent ways to drive revenues through the app’s monetisation features, in-app purchase campaigns and brand sponsorship opportunities.
In September 2016, Disciple worked with L’Oreal India to launch a new advertising campaign exclusively through Sonam’s app. An all new hair product was launched exclusively to Sonam’s app community. The new product commercial premiered in the app and was followed up with a competition based around User Generated Content such as fanart.
Here’s a snapshot of the results from the L’Oreal India campaign:
- Post engagement 10x higher than on Facebook (based on engagement and reach like for like metrics from a previous campaign).
- 10x commercial video views in the app on launch day compared to the official L’Oreal YouTube channel.
- 17% of the daily audience clicked on sponsored posts.
Sonam Kapoor had this to say about her app:
“I absolutely adore my fans! One of the most enjoyable things about what I do is getting out there, meeting people and hearing reactions to my work. The app means I’ll now be able to keep in touch and share experiences with fans worldwide, even when I’m busy filming.”
One of the best apps have ever experienced, love the direct access and fan community, thank you Sonam!! ♥️♥️ - @ Izworld
Amazing - I love this app! The best way to stay connected with Sonam. I love her and this app. If you're a fan of Sonam get this app. It's free!!😌😆😃 - @Ameenakameena
Nice concept. Great app. Smooth navigation. Great design. - @SmeetPanchal