| Title | MOST FASHIONABLE PROFESSIONAL |
| Brand | VAN HEUSEN |
| Product / Service | APPAREL |
| Category | E01. Social |
| Entrant | MINDSHARE Bangalore, INDIA |
| Media Agency 2 | MINDSHARE Bangalore, INDIA |
| Entrant Company | MINDSHARE Bangalore, INDIA |
| Media Agency | MINDSHARE Bangalore, INDIA |
| Name | Company | Position |
|---|---|---|
| Aaron Noronha | Mindshare | |
| Anindita Kundu | ||
| Saurabh Rawal |
Van Heusen launched a search for India’s most fashionable professional powered by LinkedIn: www.vhmfp.com Users would need to log-in with their LinkedIn profile and nominate up to 10 connections; with the top 10 most nominated profiles entitled to a makeover from Van Heusen. Every user who nominated received an eGV redeemable at an exclusive store. The property was extensively promoted across LinkedIn using homepage roadblocks, banners and text ads ensuring 20% SOV during July ’13. Once users were done with nominating, they were encouraged to check out tips on corporate dressing with editors from leading publications such as GQ and Marie Claire.
The Most Fashionable Professional saw 5,000 LinkedIn professionals nominate 15,000 connections during July ‘13. Potentially, 8Mn LinkedIn users were touched through 10,000 unexpected shares on LinkedIn newsfeed. The Most Fashionable Professional resonated beyond with Mashable naming it as part of ‘8 Innovative LinkedIn Marketing Campaigns’ in 2013. After all, how many brands have leveraged LinkedIn to amplify their brand voice in such a successful and contextual manner?
Van Heusen has dressed working Indian professionals for success since the 90’s. Today however, consumers have plenty of brands to choose from - therefore the task was to make the brand relevant with young professionals. How did one connect with young, go-getters in today’s world? While digital was a no brainer, the approach would have to go beyond plain vanilla advertising. Van Heusen aimed at creating online conversations that focused on one's appearance in the office. But what digital platform would be ideal? Facebook is the 2nd most popular activity in India but is cluttered with trivial contests while Twitter is more relevant for working professionals yet is limited in building brand imagery. A platform that is often overlooked by marketers but very apt for Van Heusen’s cause was LinkedIn: the largest networking platform for Indian professionals with currently 20 million registered users* and counting. *LinkedIn