“Using Digital Tech to Create Multi-Sensory Consumer Experiences to Strengthen Brand”
IMAGES BoF talks to various renowned brands and accentuate some of their best social media campaigns hitherto, that won them recognition from consumers and competitors alike.
Social media has shaped an entirely new paradigm in developing customer engagement. This is especially true in the case of the fashion retail industry where social media helps in acquiring and interacting with the customers in real time. IMAGES BoF talks to various renowned brands and share the campaigns that won them recognition from consumers and competitors alike…
Of late, brands are exploring means and mediums to engage with their customers as frequently and as innovatively as possible. Among the many popular mediums, social media is emerging as the preferred route to connect with consumers.
Last year for its Spring-Summer campaign, Ted Baker launched ‘Keeping up with the Bakers’ – an eight-part sitcom that played out episodically over Instagram. Users were encouraged to come back daily to partake in daily challenges which were released with each episode.
H&M’s ‘Close the Loop’ advertisement is another example of the brand’s innovative marketing. With the aim of promoting its mission to make fashion more sustainable, it created one of the most diverse ads of all time. Featuring plus-size model Tess Holliday and Muslim model Mariah Idrissi the ad garnered a massively positive response for its celebration of different cultures in relation to fashion.
Similarly, Lacoste launched a short film, ‘Timeless’ that take viewers on a visual journey through its fashion past. Lacoste has a long history, having been founded in 1933 by tennis player René Lacoste and André Gillier. The brand uses a narrative arc to tell the story of two star-crossed lovers who are pulled through multiple decades in a single train journey. Combining nostalgia, urgency, and intrigue – it packs a lot into less than two minutes.
The 2015’s ‘Better for It’ Nike campaign is one of the most memorable in recent years. Depicting the inner thoughts of women during sporting activity, it highlights the correlation between sport and self-esteem, and cleverly hints at how what we wear can also have a bearing. With a light-hearted but empowering tone, it succeeded in engaging female consumers.
Brands in India
On the domestic front, Being Human Clothing’s #5Y ears Of Being Human Clothing anniversary campaign was one of the most successful and innovative advertising campaigns. The brand featured Salman Khan and 8 unsung heroes from distinct fields. The campaign was shot by the renowned photographer Prasad Naik and conceptualised by the agency Pulp. #5YearsOfBeingHumanClothing celebrated inspirations breaking through societal taboos
bringing in eight crusading champions and their unheard stories. This initiative by the brand stands for and believes in being brave, being courageous and most of all, being an awesome human.
Kunal Mehta, VP Marketing and Business Development – Being Human Clothing says, “Our motto is all about fashion that spreads love, care, share, hope, help and joy and to achieve these aspects, we strive to get close to our consumers by understanding what they need and like. We believe in setting trends that are young and trending in the given season. We, at Being Human Clothing, have always believed in customer delight and satisfaction.
From affordable pricing strategy to collaborations with relatable brands
everything focuses on providing additional benefits to our customers.”
According to Neha Shah, AGM - Marketing, Pepe Jeans, every innovation in retail is now about designing an experience that’s remarkable and creates value that keep bringing the “discerning” customers back. Shoppers are critical influencers thanks to the incredible growth of social media networks and mobile commerce. To turn the “increasingly digitally connected” customer into a brand advocate and to drive sales, retailers recognise the need to be five steps ahead at all times.
“For us at Pepe Jeans, innovation is at the heart of everything that we do. In an endeavour to give the customer an opportunity to be involved in the design process and provide a unique
retail experience Pepe Jeans launched the first of its kind denim customisation service – Pepe Jeans Custom Studio. Customisation has always been a huge trend internationally, but we saw immense opportunity in bringing this concept to India,” she shares.
At Pepe Jeans Custom Studio, customers can walk into the stores and design their own denims. They can choose from a variety of studs, quirky badges, as well as distress and rips according to their preferences. With the laser functions, customers can also choose images or text to get printed on their denims in just a few seconds.
This year, Pepe Jeans wanted to create a larger than life campaign as the brand launched its first ever India’s brand ambassador, Bollywood actor Sidharth Malhotra. With an aim to make this campaign a diverse one, Pepe Jeans worked on a 360 degree marketing plan to publicise the campaign across all platforms, especially social media.
“The obvious impact of Internet is that we can have a much wider sales strategy, as offline we are only
available in Tier I and a few Tier II cities. The Internet expands our reach to customers in more remote areas.
We have a bigger market, as we can bring our brand identity to the customers and can have a direct line of
- Jacqueline Kapur,
President, Ayesha Accessories
The media event took place on March 7, 2018 at High Street Phoenix, Mumbai with media, fashion bloggers and influencers all in attendance. Post the event, the campaign starring Sidharth Malhotra went live on Pepe Jeans’ social media handles including Facebook, Twitter and Instagram. This activity along with images from the event posted by bloggers announcing Sidharth Malhotra as the face of the brand alone garnered a cumulative social media reach of 7.5 million across Pepe Jeans social media accounts Twitter, Facebook and Instagram.
One of the most thoughtful promotional activities is the ‘Project Girl Power’, a spirited campaign initiated by Ayesha Accessories to build a strong community of empowered discerning young women. It’s a movement to inspire independence, confidence and boldness in women and girls, regardless of their age, background and the way they choose to express their femininity.
Every person who walks into an Ayesha store receives self-affirming messages such as ‘Yes I Can’; ‘It’s Me Who Decides’; and ‘Unstoppable’. It is communicated through the brand’s store design, branding, social media, marketing material, photo shoots and a special product line. The campaign has been extremely popular, having been widely recognised in print media, social media and social influencers. Tens of thousands of stickers have been given out already and are being proudly displayed by Ayesha Accessories customers, symbolising their strong connection with the Girl Power movement.
Of late, social media has totally revolutionised the way brands have been promoting themselves.
“We have started focus on social media by creating relevant content and promoting to the right set of audience. Influencer marketing has also become a major wave in these times. We have collaborated with a few top influencersto promote our collections.”- Asha Esther Jaikishan,Head of Marketing, Numero Uno