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Allen SollyThe Digital
Journey
Allen Solly – An OverviewAllen Solly launched in India in 1993.
Traces its origins back to Nottingham,United Kingdom since1744
Introduced ‘FRIDAY DRESSING’ in India in 1995
First Brand to introduce Westernwear for Indian Women Consumer in 2002
Amongst the most salient brands in the country today with Highest Brand Equity Score in its segment* &
Clocking strong growth across formats
Source: * MFL – AC Nielsen Brand Track
Targets Young, First Jobber who leads a fuller life - Modern, Expressive, Multi-Dimensional, Confident,
Fun Loving, Explorer, Experimentative
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Given Our Consumer’s Profile, Presence on Digital
Was An Easy Decision
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Allen Solly kicked off its Digital Journey with Dress Fest Activity.
We had only one line brief for our agency – Engagement
We realised beginning has to be made and learnings and a sharper strategy would eventually follow
And this chart gave us confidence0
5000
10000
15000
20000
25000
1245
6215
1894520853
Fans on the page
+ 400 %
+ 205%
+ 11%
The beginning…..
We Spent Considerable Time Understanding The Medium and User Behaviour
#1 Social web is not about technology, it’s about people
#2 Brands of the future are brands that have customers and fans telling their stories
#3 We need to leverage people’s connections to reach and influence their friends network
#4 Fuel the passion of our evangelists to create an influence engine
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Stemming from these Insights, we have made conversations with consumers the centre of Allen Solly’s digital strategy
Leveraged the medium to create touch and feel surround sound by making the brand persona real through consumer stories
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We articulated our objectives
Create a strong digital ecosystem (Social media, Search, Display, Mobile) for Allen Solly; and gain competitive edge defined as
o Greater Consumer Engagement (Conversations, Co-creation and Virality)
o Fashion Wingmano Superior Consumer and brand understandingo Monetise the initiative
And We put numbers to all of the above – to make it measurable
And our Strategic Approach
Approach Three ‘I’ model
Monetisation through enhanced engagement and loyalty
Income
Greater Consumer Engagement (Conversation, Co-creation and Virality)
Fashion Wingman
Intimacy
Consumer and market understanding – putting the consumer in the center
Insight
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We Also Realised, That ‘Doing’ Is Important on this medium.
No Point in Waiting for the Best Idea, Best Activation, etc
Something That Sounds Interesting and Seems Worth It, GO FOR IT.
And learn from it.
Believed that the digital world is an integral part of our world
- Brand Campaigns- New Retail Identity- New Mnemonic Launch- New Categories Launch – Shoes- Product Launches- Store launches- Store Renovations- EOSS,& Pure Digital Ideas – Solly on Style, Twitter Hoarding
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Our Growth on fans exceeded our expectation
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Engagement % was high
Aligning Activations With The Three ‘I’ Model
Insight
June 2011 - Like it’s a Friday pre-launch surveyNovember 2011 - Like it’s a Friday TVC – conversation analysisDecember 2012 - Hot Fridays post campaign survey
Intimacy
May 2012 - Launch of the Mnemonic with Tag the Stag and Get StaggedMay to December 2012 -Launch of the New retail identity storeOctober 2012 - Twitter hoarding activityOctober 2012 - Hot Fridays campaign and Winter Dress FestDecember 2012 - Launch of the Allen Solly crossover styled shoes
Income
April and November 2012 - Dress FestJuly 2012 – Summer End of Season Sale Facebook offerJanuary 2013 – Winter End of Season Sale Facebook offerApril 2013 – Custom fit trousers Facebook offer
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• Insight – Consumers Want To Dress Well and Trendily. They Want To Seem Pushing The Edge. Know It All.
• But Are Apprehensive, Unsure.
• Look for Advice and A little nudge.
We Decided to Focus Disproportionate Energy on - Fashion
Key Initiatives That Will Drive ‘Fashion’ Objective
• ‘Solly on Style’ Video Series• Blogger Engagement• Friday Styles• Vogue School of Style
Engagement With Bloggers And Influencers
Product reviews on blogs
• Invite influencers to previews, before the collection has been launched and share merchandise with them
• Engage in a dialogue by inviting feedback on products in terms of usage and feedback from peer network , etc.
Twitter & Facebook conversations
• Invite them for the events hosted by Allen Solly to create conversation around
• Offline meet-ups
Online events
• Engage in a dialogue with the influencers by creating occasions online like Twitter interviews and chats
• Influencer videos on style tips and Friday dressing
Engage, Seed and Co-opt
Gratify
Share their content on our
channels via posts and updates.
Share blogposts on our social touchpoints
Merchandise – any new product
innovation
Platinum membership with
Allen Solly Exclusive offers
Solly on Style
Build a property through influencers – build connect with category; leverage their networkDrive the Dress up for Fridays messaging
1. Identify influencers with relevant and wide reach online
2. Shoot short, vibrant video capturing their stories, what they think of Friday dressing. Drive Dress up for Fridays messaging
Share these videos on our social media touch-points, showcasing our connect with real people. Use promoted posts to reach out to a large audience
4. Also, when the influencers share the video on their touch-points, we ride the wave of their networks. As we all together celebrate these stories, the Friday story grows
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‘Solly On Style’ Video Series
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Santu Misra, Street Fashion photographer
Jasmeen Duggal, Owner and Editor, Explosive Fashion
Akshita Jain, Owns a blog called ‘Colorific’
Nikita Bhatia, Owns a blog called ‘The Shopaholic Diaries’
Video series
• Objectiveo Co-opt influencers into the brand
story
• Executiono We conceived a the “Allen Solly
LookBook” as a property for our ColourLab campaign and got colourful professionals and influencers to model
o Offline Clique as face to face meeto By making these influencers into
star, we made THEM our brand ambassadors
• Impact (during the activity)While we got hundreds of conversations going online, reaching lacs of people
• A rich connect with online influencers building a long and intimate relation them
• The LookBook is now set for release and we are looking at creating a bang with it
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The Offline Clique - Conversations
Impact
Through the hundreds of conversations on Facebook and Twitter we were able to also penetrate in to the timelines and newsfeed of the influencers friend networks
Vogue School of Style
From left to right, Vogue editors, Priyanka Khanna, Priyanka Kapadia and Perizaad Khan presenting the key trends of the season, Participants and model at the event
Top Women CRM members invited for an event co hosted with Vogue – Vogue School of Style
Consumers listened to top fashion advisers and went back thanking Allen Solly for the experience
Friday Stylesin association with Elle
Friday Styles - The concept
• To associate Allen Solly with key people from the fashion fraternity thereby pegging brand as a Fashion Adviser
These five girls assisted by the ELLE styling team interpret Allen Solly their way
ELLE and Allen Solly picks 5 girls by virtue of their contribution to fashion
And are photographed under
the hook of their natural environments
to accentuate the concept
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Last Week
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Going Forward - The coverging worlds
Mobile
Retail
Trendin.com
PR
CRM
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