PROVOGU

EDIGITAL

CAMPAIG

N

The Provogue page on FB needs to be more interactive and engaging.

What are they currently doing?What are they currently doing?

The Twitter handle of Provogue currently lacks engagement and focus. There are no conversations taking place, no hash tags and the tweets are not organized.

WebsiteWebsite

Some suggested changes for the Some suggested changes for the WebsiteWebsite

• A couple of boxes with images and teaser titles can be put up front on the home page (RHS) to highlight and provide links for sections like Latest News/Events and Latest Collection.

• Downloadable PDF catalogues can be provided for all the collections.

• CSR activities could be highlighted on the home page through images.

• Prozone link can be a main link instead of being under "Links"

ORM ORM

• Online reputation management (or monitoring) is the practice of monitoring the Internet reputation of a person, brand or business, with the goal of suppressing negative mentions.

• The goal of ORM is to push already highly-ranked negative posts off the results pages so that they are seen by fewer people, thus creating a more positive results environment for the sponsor of the effort.

Negative CommentsNegative Comments

Adjust

Listen

Marketing

strategies

Target Audience

Content

Tools

Implement

Track and Measure

Social Media PlanSocial Media Plan

1Convert eyeballs to footfallsConvert eyeballs to footfalls

2 Monitoring online conversations Monitoring online conversations about the brand about the brand

3Engaging TG with the brandEngaging TG with the brand

4 Promote the ‘Live Mad’ campaign Promote the ‘Live Mad’ campaign 360 degrees across social space 360 degrees across social space

5 Create a positive impression about Create a positive impression about the brand onlinethe brand online

AIMAIM

ImplementationImplementation

Social Media CampaignsSocial Media Campaigns

#MadMondays#MadMondays

• It’s a complete Twitter campaign where users can post funny tweets about corporate life.

• The first 50 people who retweet will be messaged a Provogue Discount Coupon

Creative'sCreative's

Kill Monotony, Live MadKill Monotony, Live Mad

• Booths will be installed in every Provogue outlet across the city.

• The booths will be equipped with a laptop and a webcam.

• Customers can click pictures of themselves with Provogue merchandise and upload it on their Facebook page.

• The photo that receives the maximum number of likes will get a free voucher of the same price

• This campaign will run for a period of 2 weeks

Implementation on TwitterImplementation on Twitter

• On Twitter we will use a #KillMonotony.• The hash tag will be used to promote the

campaign, conduct conversations and also to post pictures.

• The most number of retweets of #KillMonotony tag will receive gift vouchers from Provogue.

The Crazy ShoppersThe Crazy Shoppers

• A youth centric campaign focusing on how mad about shopping you are.

• The campaign will run during Diwali for a period of 10 days

• The campaign will include– Shopping Crazy

• Shop at Provogue and when you submit a bill of the highest amount you get 100% cashback.

- Quizzes

Quiz: Your SQ (Shopping Quotient)Quiz: Your SQ (Shopping Quotient)

• The Quiz will include 10 questions about fashion, apparel, Provogue, Diwali etc.

• Sample Questions– Which of the following best describes how you

shop online? 1. I shop online but only when the store is offering free shipping.2. I use the internet to keep me updated about discounts and then drive to

the store with the lowest prices.3. I shop online all the time; no tax or free shipping is an added bonus.4. I never shop online, mostly because I find better deals in the stores.

CSR : CLOTHES FOR A CAUSECSR : CLOTHES FOR A CAUSE

• CSR activity “Clothes for a Cause”– This campaign would be an integration of Online and Offline

elements . People can donate their old clothes to the needy.– Our fans will be able to pledge their support for this mission

when they register. They can then drop in their old clothes at Provogue stores around the city.

– We can tie up with an NGO “Goonj” for collection of the used clothes.

– Everyone who pledges will get a Provogue T-shirt and an online badge.

– The campaign will run through Christmas to celebrate the spirit of charity for a period of 20 days.

– The activity will also be cross promoted on Twitter through the mentioned period.

Days Of MadnessDays Of Madness

• These are offers we will run on special days which will be promoted online.

• It will be promoted majorly through Twitter with the hash tag #DoM

• These offers will run everyday and the first half of January.

• Some examples: – Anyone who shops at the Provogue store with a

cowboy hat gets 20% discount.– Anyone whose names start with the letter ‘Y’ get a

40% off

The Mad Hatter The Mad Hatter

• The campaign encourages customers to get creative and wild. It will run for a period of 15 days in January.

• Contestants have to register on the FB page and will then be given a virtual T-shirt to design.

• The best entries will have their design featured in Provogue stores for a limited amount of time.

• The contest will be implemented on FB with a landing tab. All submissions will be displayed on this page.

FoursquareFoursquare

• We will use FQ to drive footfalls to the store.• We can register Provogue stores on FQ and once

we receive ownership, we can run specific events.

• We can either hold specials like discounts, freebies to the first customer who checks in to the store 5 times.

• People who become the mayor can win special prizes.

• FQ can run throughout the 6 months.

Sample Four Square Page

QR codesQR codes

• We can attach QR codes to print campaign • The QR codes can redirect to the FB or Twitter

where we are running our campaigns.

QR Codes: Treasure HuntQR Codes: Treasure Hunt

• QR codes will reveal secret clues which once solved will lead the customers to a Provogue store to win gift hampers.

• We will run this campaign in March.• The first person to gather all the clues and visit

the store gets a 100 % discount on the second item that he buys under the condition that the first item is more expensive than the second item.

• Accordingly, the second winner will get a discount of 40 % and so on.

3 minutes of Madness3 minutes of Madness

• Each person will get 3 minutes to wear as many second hand items of clothing as possible.

• People will attempt to beat other participants record and the one who wears the most items of clothing will get a discount from Provogue.

• Example: he wears 5 articles of particular clothing he will get a 5% discount.

• Videos will be taken of the participants through the store’s CCTV and will be posted online on YouTube.

• The promotion will take place on FB and Twitter

Short Film ContestShort Film Contest

• We will run a short film contest on Facebook which will also be cross promoted on Twitter.

• The theme of the short film will be Fashion.• Contestants will have to register on the FB page

and will be given 2 weeks to create a short film which will be uploaded on FB.

• The best entries will be adjudged in an offline event featuring the industries best.

• The best film will be screened live at the NDTV film festival.

Linked In Strategy Linked In Strategy

• Keeping the long term goals of Provogue in mind, LinkedIn will be ideal for to generate a favourable image for the firm in a professional space.

• To create an image of thought leader in the textile and clothing space through the content and communication on this platform.

• Placement of clickable banner ads

Sample Linked In PageSample Linked In Page

• Update the official Page on LinkedIn•Display a series of products

Clickable Product and service landing tab that directs you to the home page of the website

Wikipedia Article Wikipedia Article

• Setting up detailed Wikipedia article which highlights all the milestones of Provogue . And shed some light on the products of the company and it’s achievements and history

Sample Wikipedia Article Sample Wikipedia Article

TimelineTimeline

Campaign Timeline

Foursquare 1st Oct – 1st March

#MadMonday’s 1st Oct – 2nd Oct

Kill Monotony, Live Mad 3rd Oct – 15th Oct

The Crazy Shoppers 20th Oct – 30th Oct

Treasure Hunt 7th Nov – 13th Nov

Days Of Madness 21st Nov – 2nd Jan

CSR: Clothes for a Cause 15th Dec – 2nd Jan

The Mad Hatter 16th Jan – 3rd Feb

3 minutes of Madness 13th Feb – 19th Feb

Short Film Contest 19th Feb - 4th March

SEO SEO Audit ReportAudit Report

General domain statistics

Factor ValueDomain Age 8 year(s), 1 month(s) Domain IP 69.72.239.29 / US

Domain Google PageRank Page Rank - 3Alexa Rank 453178

DMOZ Listing NoYahoo! Dir Listing Yes

Pages indexed in Google 108Pages indexed in Yahoo! 55

Pages indexed in Bing 12Domain Google Popularity 11

Current Website Current Website StatisticsStatistics

Presence in Social Presence in Social MediaMedia

Domain popularity in social media

Social/bookmarking site Mentions/viewsDigg 0 mentionsDiigo 0 mentions

Social Mention 0 mentions

Presence in Search Presence in Search Engines IndexesEngines Indexes

# of pages indexed by major SEs

Search engine # of indexed pages

Google 108

Yahoo! 55

Bing 12

Website Link Structure Website Link Structure AnalysisAnalysis

Link destinations

Link destination statistics for all website's links

Link destination type ▲ # of links Ratio in percent

Internal links (pointing to pages on your domain) 2797 94%

External links (pointing to pages on external domains) 178 6%

Most linked-to pages (internal Most linked-to pages (internal links)links)

Top 10 linked-to pages

Page URL ▲ # of links to this page Ratio in percent

http://www.provogue.net/ss11_catalogue.html 40 2.7%

http://www.provogue.net/ss11_catalogue.html 40 2.7%

http://www.provogue.net/stores_west.html 39 2.6%

http://www.provogue.net/stores_south.html 39 2.6%

http://www.provogue.net/stores_north.html 39 2.6%

http://www.provogue.net/stores_east.html 39 2.6%

http://www.provogue.net/stores_east.html 39 2.6%

http://www.provogue.net/stores_east.html 39 2.6%

http://www.provogue.net/stores_east.html 39 2.6%

http://www.provogue.net/provoguetieswithpunewarriors.html 39 2.6%

All other pages 1102 73.8%

Most linked-to pages (internal Most linked-to pages (internal links)links)Top 10 most linked-from pages

Page URL ▲ # of links on this page Ratio in percent

http://www.provogue.net/investors.html 118 4%

http://www.provogue.net/forwomen.html 98 3.3%

http://www.provogue.net/provoguedummaarodumshow.html 91 3.1%

http://www.provogue.net/hrithiksonakshiunveilingofcatalogue.html 86 2.9%

http://www.provogue.net/hrithiksonakshiunveilingofcatalogue.html 82 2.8%

http://www.provogue.net/mobile.html 82 2.8%

http://www.provogue.net/mobile.html 82 2.8%

http://www.provogue.net/wineandcheese.html 82 2.8%

http://www.provogue.net/wallpapers.html 82 2.8%

http://www.provogue.net/makingofcatalogue2011.html 80 2.7%

All other pages 2092 70.3%

Content AnalysisContent Analysis

Title Analysis

10 most frequently used duplicated titlesTitle # of pages:: Provogue India :: 41

Empty Title on Page 0

Meta description analysisMeta description analysis

10 most frequently used duplicated Meta tag# of pages

No (or empty) Meta description 43

No meta keywords found NA

Conclusion

1Increase in FootfallsIncrease in Footfalls

2 Increase engagement with the brandIncrease engagement with the brand

3Increase traction on the social media Increase traction on the social media

platformsplatforms

Better Search ResultsBetter Search Results4

Thank you!Thank you!

CONCEPT DIGITAL

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