The Campaign

Our research showed that across segments peer opinions drive what is cool in fashion. This cut through across all age groups from a 15 year old to a 38 year old both looking for validation from peers and sharing photos with their peers for instant feedback To become a part of their life, conversation and lingo, we created unique platforms that would appeal to the different segments that we are targeting and make them experience fashion that they could talk about.

Creative Execution

Sep’15-Oct’15: TV, Print, Radio and Social Networks eagerly captured the 5 fbb Pujo looks and the Fashion Flash mobs at Iconic locations in Kolkatta Nov’15-Dec’15: Leveraged YouTube with 35+ videos created for pre-Sunburn hype with style tips from Ramona (Ex-VJ/fashionista) on how to dress cool for Sunburn, Renowned DJs like DJ snake/DJ Rehab/DJ Chuckie sharing their own renditions of fREAKIN-bLOODY- bRILLIANT. Drove engagements through activations at the Sunburn Event Jan’16-Feb’16: Femina Miss India contestants walked the ramp wearing fbb clothes. 21 Finalists 21 Days 21 Looks were captured by India’s leading publication. Feb’16-Mar’16: By amplifying on-ground+156 college activations on Radio, we motivated girls to be confident and celebrate their own style. Lucky winners would star in the next fbb ad with Bollywood-Hunk Varun May’16-June’16: At Kids Carnival heavily promoted on TV+Radio, kids enjoyed fun-related activities and 5 got a chance to be a part of a Chhota-Bheem TV commercial.

While we promoted all the events through contests and promotions, consumers shared their experiences on their own social networks 1. Sales grew by 33% during the campaign period vs YA 2. Number of Bills increased by 23% vs YA 3. Our Stores had 30% increase in footfalls during the campaign period vs YA 4. Generated more than USD 12 Mn of earned media 5. 44% increase in fans in Instagram 6. Twitter Fans increased by 12% 7. Facebook increased by 5% 8. 156 college campuses visited reaching out to 0.7 Mn students 9. Entered youth lingo through hand sign gesture leading to 1000 + Photographs and selfies with the brand per day at Sunburn 10. Through an innovative and cool hand gesture we created 1,50,000 + Human sign boards in the biggest EDM festival in Asia at no cost

Traditionally communication in the fashion industry has almost always been through newspapers, magazines and recently through digital. Live fashion trends was something that was only limited to the consumption of the elite. Here, at fbb we bridged this gap and brought live fashion trends into the lives of our consumers through media by 1. Making them experience fashion 2. Building emotional Equity 3. Generating talk-ability We also structured content generated through on-ground activations and events and leveraging them on mass media

Insights, Strategy and the Idea

Our strategy: Build emotional equity by enabling consumers becoming more stylish. We decided to subconsciously feed consumers about fashion when they least expected it. Depending on the categories that needed promotion, we started chalking innovative and engaging events. While we still did the regular print and tv plans the content seeded created points of talkability Sep’15-Oct’15: Tapped the festive spirit of Durga Pujo by creating 5 new looks for each of the 5 days of the festival Nov’15-Dec’15: Targeted youth by sponsoring Asia’s largest music festival, Sunburn. Started by adopting the alias fREAKIN bLOODY bRILLIANT and creating a hand sign that enabled us to be part of youth lingo. Jan’16-Feb’16: Partnered with Femina Miss India to woo the fashionistas and college-goers Feb’16-Mar’16: Redefined main beauty attributes as confidence+attitude by partnering with Bollywood hunk Varun May’16-June’16: Created Kids Carnival with India’s most loved animated character Chhota-Bheem visiting our stores