social media case study: allen solly takes influencer marketing to the next level with...
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#ShoorForSolly case studyDuration: 7 April to 14 June, 2014Created by: [email protected]
Background This summer, Allen Solly launched its Chinos collection in 14 vibrant shades. This brought, alongside, a few challenges:Will real people feel comfortable sporting yellow and red chinos?
ObjectiveAttract a younger consumer into the brand's fold Further consolidate the position of Vibrance Consider Chinos as a smart dressed-up alternative to jeans, being an easy crossover from work to 'relaxed - social' #shootforsolly3
approachWe got real people to inspire others to sport Chinos We brought together photographers and influencers from our community from different cities in one campaign - #ShootForSolly
#shootforsolly
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approach#shootforsolly
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Hosted a contest for inviting semi-pro to pro photographers to register with us & shoot the Allen Solly Chinos campaign
Best portfolios were shortlisted as winners
Based on the klout score and looks, we identified fashion and lifestyle influencers to become our models.
We connected 11 photographers with 11 models to execute #ShootForSolly across 7 cities of India.
All images were aggregated on a microsite (www.chinos.allensolly.com) and shared on our social channelsOpen invitation to photographersShootSocial content
key highlightsHashtag #ShootForSolly reached 73,493 people and generated 712,203 impressions The microsite had 1,984 unique visits within a month with 6,693 page views.On Facebook, #ShootforSolly had 1,16,279 unique engaged users with 28,69,430 as total reach and 32,71,202 total impressions. #shootforsolly6
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#shootforsolly > open invitation to photographers7
Number of entries: 130Facebook promoted posts were run to maximise engagement
Real-time announcement of the shoots on social media
Shared behind-the-scenes pictures to capture the fun and build anticipation
8#shootforsolly > shoot
9#shootforsolly > engagement on twitter
Tagging and actively engaging with participantsParticipant shared their experience and feedback after the shoot10#shootforsolly > engagement on twitter
11#shootforsolly > microsite
Shared final images from the shoot along with bios of respective photographers and models12#shootforsolly > microsite
Allen Solly heavily promoted the microsite on the social channels via advertising and social content
The participants also engaged and shared the microsite on their profiles.13#shootforsolly > promoting microsite on social media
14#shootforsolly > video
Storified video of the entire campaign to promote on social mediaThe participants shared and engaged while others enjoyed the glimpse of the journey
15#shootforsolly > video
The participants shared and engaged while others enjoyed the glimpse of the journey
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