The Campaign

#KyaPehnu (What to wear) To lure the audience in, communication had to differentiate Amazon.in from the competition. Because consumers find it hard to differentiate between the functional offerings of the various fashion e-tail brands, Amazon had to find the right emotional hook to make the brand relevant to their needs and lifestyle. The creative idea stemmed from an exploration of the thought process of the audience, leading up to important occasions in their lives where both preparation and presentation would help them succeed. The creative was designed to magnify the dilemma in their minds during the last mile of their preparation. Having worked very hard to get to where they are, their presentation will either make it or break it for them. The creative idea sought to resolve this tension for the consumer by giving them a solution to the critical question they’re asking themselves at this moment - #KyaPehnu?

Creative Execution

TV & Social: TV and YouTube established Amazon.in as the destination for all fashion solutions. Print & Outdoor: Showcased the wide range of fashion goods available on Amazon.in. Digital Engagement: A team of influencers from different streams (films, TV, lifestyle etc.), made up the Amazon Fashion Squad. This panel was promoted using social and YouTube. The audience was invited to send in their fashion (kya Pehnu) queries to them via radio and social. On Ground Activations: The Amazon Fashion Squad Truck travelled to key locations across four cities to give makeovers. Live makeovers were conducted on the air at radio stations– all the while engaging the audience through tweets, video content in the form of Dubsmash, Boomerang and short clips of the makeovers. Content Partnership: Content around KyaPehnu was created along with PopXO (the second most visited website by Indian women) to be featured on their website and on social.

The campaign delivered on objectives and successfully established Amazon.in as THE online fashion destination. 1. Increased visits to the Amazon.in fashion pages As a result of the campaign, more people started visiting the fashion pages on Amazon.in. These visits increased by 43% during and post the campaign. 2. Increased revenue from fashion goods Amazon.in reported a 46% increase in revenue from fashion goods post campaign. 3. Increased conversations around Amazon and Fashion The promoted trend #KyaPehnu generated a lot of conversation on twitter and facebook. Twitter followers increased by 155.3%, with a total of 5,355 new followers. Instagram followers increased by 26.2%, with a total of 1,479 new followers. 4. Campaign Reach The TV and print ads reached around 32million people. In terms of overall performance on digital and social, the campaign had a reach of 59 Million, which makes up 36% of our available TG.

In a cluttered marketplace with strong competition, the task of new customer acquisition through perception change was a lot more complicated. Therefore, it wasn’t enough to just communicate a new idea, but to engage with customers in a way that allowed them to experience and realise the brand’s promise beyond just a tagline. With an integrated 360 campaign, this task was achieved as different media aligned, each with their own specific roles, to deliver on campaign objectives. Television, print, outdoor and radio ads delivered the brand message. Whereas, digital, social and on-ground activations were used to deliver the brand experience.

Target Audience: The primary target audience were people who were already shopping online on sites like Jabong, Myntra and Flipkart. Men and women, aged 24-30 years, who believed in dressing to succeed. Creative Strategy: The creative idea positioned Amazon.in as the ideal fashion destination by making Amazon.in the stylish solution to every Kya Pehnu (What to wear) question. Media Strategy: To establish Amazon.in as the solution to all fashion questions, a two-pronged multi-media strategy was employed to drive both, brand message and brand experience. It focused on strategic touch points to ensure maximum reach with this audience. A. Delivering the brand Message The brand message was delivered primarily through the TV medium and supported by print, outdoor and radio ads. B. Delivering the brand Experience Digital, social, radio content and on-ground media delivered engaging content and enabled interactions with the audience, allowing them to experience the brand promise first hand.