Awards Case studies

Elle India Launch

Client Elle Fashionwear

Year 2012

Sector Fashion

The easier part was everybody knew Elle. The most difficult part was none knew they had a clothing line.

ABOUT PROJECT

Launching French Fashionwear in India and the strategic moves of first year.

Arvind mills were all set to pilot their Elle fashionwear launch in India, in their home ground - Bangalore. The pilot always comes with its challenges - One city, One store, cautious budget & extraordinary results. We were the chosen agency among the dozen who pitched their ideas.

PROJECT GOALS

Launch the brand among young women and get them to visit the stores. To try, to feel the finest French Fashion.

Stage 1: Inform

Basics were all checked. All possible channels were used to begin the journey. Ensured search engines responded to prospective customers curiosity. Ensured social media supported the request and mentions. Began with PR mentions followed by launch advertisements.

Stage 2: Attract

Early days of FB in India, we had the freedom of doing virality with content, with zero budget in advertising. We achieved a huge fan following for the brand page and website registrations. We used several tactics, incentives, freebies, sales, exclusive offers, referral programs etc.

Stage 3: Engage

This is the engine of business. We made enough tools and reasons for them to return and engage with the brand. We incentivized this with store purchases. If sharing branded content online takes effort, why should that go unnoticed?.

Created a plug-in that connects the Social media, store POS and loyalty program. Made a web app “Ensemble maker” for them to create their own ensemble with fashion accessories which could be shared with friends, on purchase of the combination both (Designer & Buyer) are incentivized with redeemable points.

Conclusion

Over the period we did many micro-campaigns across various channels, which gave Elle an edge over the competition.
These campaigns built loyal followers, who not only engaged online, we have huge footfall at online stores and retail outlets. Every step was tracked via the social incentive program which was a huge hit.
Elle Fashionwear also won a few awards for the brand launch, Noteworthy mention would be "Best fashion brand launch from IFA".

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