case study

Helping Bollywood star, Sonam Kapoor to connect with her fans and share inspirational content in a private space.

Key Market

Sonam Kapoor Photo

Key Market

Client logo: Sonam Kapoor

Sonam Kapoor is an Indian, award winning Bollywood star, fashion icon and spokesperson. She is most known for her roles in Bollywood hit films Raanjhaan, Khoobsurat and Neerja. Since her debut in 2005, she has starred in 18 films and has been featured in India’s Forbes 100 list since 2012.

Sonam Kapoor is an Indian, award winning Bollywood star, fashion icon and spokesperson. She is most known for her roles in Bollywood hit films Raanjhaan, Khoobsurat and Neerja. Since her debut in 2005, she has starred in 18 films and has been featured in India’s Forbes 100 list since 2012.

THE CHALLENGE

Sonam wanted to create deeper, more direct relationships with her community of fans and followers that simply wasn’t possible through social media.

THE SOLUTION

Having a private space to connect with her fans has allowed Sonam to share inside secrets, inspirational lifestyle tips and has evolved into a thriving community hub for all things Sonam.

GROWTH

x10

Higher engagement than on her Facebook Group

x10

Video views in-app compared to her Youtube channel

IMPACT

As a result of having such a highly engaged and active audience, Sonam has also been able to make use of monetisation features, in-app purchase campaigns and brand sponsorship opportunities.

Sonam Kapoor Photo

“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.”

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.

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.