- ABHISHEK KULKARNI

Why…• To create an online presence of the brand.• To connect with the customers digitally &

socially.• Reach out to customers & enhance online

experience of present & prospective customers.

• Increase customer loyalty.

How…

Total Facebook users in India 4,57,74,260

Position in the global list 3

Penetration of Population 3.9%

Penetration of Online Population 56.51%

Facebook pros: Large user base, both international (900 million) and national (45 million). Visual medium allowing sharing and tagging of photos and videos. User-friendly interface. Easier to share & receive ideas.

Facebook utilisation: Regularly upload photos of currently available collections at all WL stores. Regularly upload photos of new, soon-to-be launched collections, offering users a sneak peek of offerings before the products hit the stores. This makes users feel special, as they are the ones who are acquainted with something to which not many people are.

Fashions are fickle, that tend to changing with seasons.

Create different albums for different seasons i.e. Spring/Summer, Fall/Winter and Monsoon (considering Indian diaspora) .

Upload albums featuring dressing styles like ‘Workplace dressing’, ‘Friday Dressing’, ‘Weekend Dressing’ & share photos giving the users different options & style tips regarding the same.

Consumers will perceive these as efforts made by the brand to reach out to them and provide them complete style solutions for all seasons & trends.

Tease users by uploading behind-the-scenes videos of photo shoots.

Post links on the page which direct users to site where WL collections can be viewed in 360⁰ providing users with ‘complete viewing experience’.

Hold regular interactive polls on the Facebook page, asking members/users what they love to wear. Everyone loves an interactive brand.e.g. “Summer’s here. What colour will you be sporting this summer?”

Conduct feedback interviews of willing customers in all major Wills Lifestyle stores across the country. Video-record responses and upload them on the Facebook page.

If the customers are members of WL’s Facebook page, tag them in the videos. This achieves two things :• Videos are visible to the tagged members’ friends,

generating more eyeballs.• This prompts more existing consumers to go ahead and give

feedbacks of their shopping experiences.

Regular competitions increase interactions of the consumers with the brand.

Organize fun competitions regularly so that interaction goes beyond only giving fashion tips & suggestions.

Hold competitions asking customers to design certain looks using Wills Lifestyle creations. The best look & its designer will be featured on the brand’s Facebook page & website.

Give customers exciting incentives to increase participation.E.g. Prize for winning a competition could be availing some WL stuff for free or at a special discount.

Now-a-days, sales made by a brand’s showrooms in terms of sales/sq. ft. have gained importance too.

More the no. of customers attracted into a showroom, possibility of more sales being registered by the particular showroom.

Select the grandest WL showrooms across the country. Upload photos of these showrooms on the Facebook page, giving users & fans a sneak peek into the detailing of the retail spaces.

Contrary to the proverb, people do judge a book by its cover.

‘Lifestyle’ does not mean only fine clothing, but also ‘fine living’.

WL offers fine living through Club ITC.

The rich indulgence of Club ITC can be showcased online through WL’s Facebook page.

Upload photos & albums of ITC’s luxury hotels & elegant suites. Doing so allows users to experience luxury online, an experience they would like to have in real life.

Add a feature of scoring points. Users can invite a certain number of people to ‘Like’ WL’s Facebook page, and score a certain number of points, which can either be encashed in a WL store, or which entitle them to stays in some of ITC’s luxury hotels.

The WLIFW is an important event sponsored by the brand, and very popular across India.

To promote this event online, shoot teaser trailers of upcoming WLIFW events to excite the viewers.

Upload separate videos containing montage of interviews of celebrities that have graced past WLIFW events, designers who have participated in the events & models who have walked the ramp for such events.

Twitter has a very young user base in India. It is home to the more socially driven.

Hashtags (#) are the most important part of Twitter.

People create a hashtag relevant to the issue to be discussed & all tweets addressing that issue include that hashtag. This enables everyone to check, at one place, what the world thinks about a certain incident/event.

• Create funny/quirky/engaging hashtags to get Twitterverse talking about the brand.

• Keep tweeting information using this hashtag, and make it one of the top ‘trends’ on Twitter.

• The more the issue is discussed, the more it trends. The more it trends, the more it is noticed, and hence, more discussed.E.g., tweet fashion tips using hashtags like #lifestyletips or #WLTips

• Twitter allows .gif files. Keep the display picture of the WL handle as gif files. Could be collage of models wearing WL creations, or just the creations sans models. Good for instant notice.

discussions

@tweets#trends

• Live tweet about ongoing WLIFW events. Live tweets = text + related photos.

• Ensure WLIFW trends on Twitter.

• Tweet links to articles in newspapers & magazines featuring news, views & interviews of WLIFW officials, designers, etc. associated with WL & WLIFW.

• Ensure designers participating in the WLIFW include the relevant # while tweeting on through their individual handles.

• Ensure that questions asked by followers don’t go unnoticed. Online spats to be strictly avoided. Real or virtual, Image Is Everything.

• Instagram - Easy-to-use, photo-taking, editing & sharing mobile app.

• Encourage users to take photos of their favourite WL collections, using one or all the 11 filters provided by the app & post them on Facebook & Twitter.

• WL can post images of collections edited with Instagram.

• Drive traffic to the website and social pages.

• Hold visually stimulating competitions and giveaways.

• WL can take cues from other brands that have demonstrated use of Instagram in effective ways.

• E.g. Levi’s used Instagram competitions to find new models for their campaigns.

• GE asked users to take pictures of GE products that inspire them the most, and state the reason using tag #GeInspiredME

• Adidas asked people to click pics of themselves in various Adidas styles & then chose ‘the city with the best style’.

Take Interest in

because…

• Pinterest is a Virtual Pinboard on which users can organize and share beautiful & interesting content that they come across on the web.

• Goal is to connect people across the world through the things they find interesting.

• Useful & effective platform for brands to share their images which help drive traffic to their website or even sell products.

• Create different Boards of various collections.

• Spring/Summer board, Fall/Winter board, Corporate Look board, Casual Attire board, etc.

• Include the ‘Pin It’ button on the brand’s official website, so that users can directly pin the products/accessories that they like onto their boards of interest.

• Polyvore is a fashion social-commercial website that allows users to assemble sets of clothing & accessories from the website’s database of items.

• It is of special importance as it has been selected in the prestigious Time Magazine’s list of 50 Best Websites of 2011.

Like many other major brands, Wills Lifestyle can leverage the popularity of Polyvore by releasing its products on the site for so that fans can ‘play’ with them & create ‘fashion collages’

• Wills Lifestyle can create its own YouTube channel & release all related videos on it.

• It can also release Live HD streamings of WLIFW shows.

DESIRED RESULT