PowerPoint Presentation

helping createbrands for the future All content copyright

#ShoorForSolly case studyDuration: 7 April to 14 June, 2014Created by: chani.sobti@blogworks.in

Background This summer, Allen Solly launched its Chinos collection in 14 vibrant shades. This brought, alongside, a few challenges:Will real people feel comfortable sporting yellow and red chinos?

ObjectiveAttract a younger consumer into the brand's fold Further consolidate the position of Vibrance Consider Chinos as a smart dressed-up alternative to jeans, being an easy crossover from work to 'relaxed - social' #shootforsolly3

approachWe got real people to inspire others to sport Chinos We brought together photographers and influencers from our community from different cities in one campaign - #ShootForSolly

#shootforsolly

4

approach#shootforsolly

5

Hosted a contest for inviting semi-pro to pro photographers to register with us & shoot the Allen Solly Chinos campaign

Best portfolios were shortlisted as winners

Based on the klout score and looks, we identified fashion and lifestyle influencers to become our models.

We connected 11 photographers with 11 models to execute #ShootForSolly across 7 cities of India.

All images were aggregated on a microsite (www.chinos.allensolly.com) and shared on our social channelsOpen invitation to photographersShootSocial content

key highlightsHashtag #ShootForSolly reached 73,493 people and generated 712,203 impressions The microsite had 1,984 unique visits within a month with 6,693 page views.On Facebook, #ShootforSolly had 1,16,279 unique engaged users with 28,69,430 as total reach and 32,71,202 total impressions. #shootforsolly6

6

#shootforsolly > open invitation to photographers7

Number of entries: 130Facebook promoted posts were run to maximise engagement

Real-time announcement of the shoots on social media

Shared behind-the-scenes pictures to capture the fun and build anticipation

8#shootforsolly > shoot

9#shootforsolly > engagement on twitter

Tagging and actively engaging with participantsParticipant shared their experience and feedback after the shoot10#shootforsolly > engagement on twitter

11#shootforsolly > microsite

Shared final images from the shoot along with bios of respective photographers and models12#shootforsolly > microsite

Allen Solly heavily promoted the microsite on the social channels via advertising and social content

The participants also engaged and shared the microsite on their profiles.13#shootforsolly > promoting microsite on social media

14#shootforsolly > video

Storified video of the entire campaign to promote on social mediaThe participants shared and engaged while others enjoyed the glimpse of the journey

15#shootforsolly > video

The participants shared and engaged while others enjoyed the glimpse of the journey

thank youblogworks.in

16