Celio Case Study

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The coupon activity, on Facebook had question to the fans “Where do you think the next store is launching in Mumbai?” with three options. The ones who got the right answer could get a coupon with a code.

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Celio Case Study

  1. 1. STORE LAUNCH SOCIAL MEDIA BUZZ CASE STUDY
  2. 2. Celio Store Launch OVERVIEWObjectiveNeed for social media buzz for thestore launchPlan and Idea FlowHow we created Social Media buzz outof the store launchFacebookTwitterBenefits of the campaignLearnings and Insights
  3. 3. OBJECTIVE* TO CREATE BUZZ ABOUT THE STORE LAUNCH* TO INCREASE INTERACTIONS ON ALL THE PLATFORMS WHERE BRAND IS ACTIVE* TO BRING ABOUT AN INCREASE IN SALES AND BRAND AWARENESS ON THE PAGE
  4. 4. Need for SocialMedia buzz for thestore launchTotally 29 stores all over IndiaThe 30th store was launched atLinking road, BandraThe location happens to be oneof the top shopping destinations inMumbaiOne of the ways to promote thesame, to reach out to targetaudience via Social MediaPlatforms
  5. 5. Plan and Ideas FlowThe Thought : Its all about Living it BIG, living it in Style.. Living it the Celio* Way. The Result : Campaign Logo Identity,Campaign Strategy, Planning and Ideas.
  6. 6. A New Identity is borne..“Live Life the Celio Way”
  7. 7. How we createdSocial Media buzz out of the store launch? E-mailers sent out to active fans
  8. 8. LAUNCHED A STORE AT BANDRA SOCIAL MEDIA BUZZ CREATED FOR THE LAUNCHCelio Coupon Activity Live Life the Celio Way Contest Live Social Media Coverage
  9. 9. Live Life the Celio Way : Campaign Timeline Phase III : Launch Buzz, Conceptualizing Phase I : Coupon Phase II : Live Life the In Store Social Media Activity Celio Way Contest Integration and Live Social Media Coverage
  10. 10. Polls, Picture Updates,Contest Communication
  11. 11. Celio Coupon Activity & Live Life the Celio Way Contest The Coupon Activity received an amazing response wherein every 1 our of 4 fans registered themselves. We also received a lot of queries for Celio* store addresses leading to walk-ins and footfalls.
  12. 12. We received over 65 entries on lessthan a week for Live Live the Celio Way contest.
  13. 13. Standies at the storeWinner of the Live Life the Celio Waywith the celebrity guest RitieshDeshmukh
  14. 14. CELIO* Voucher Communication- crisp, shareable, eye-catching.
  15. 15. Live Life the CELIO* Way Contest Communication
  16. 16. 92 Followers in less than3 weeks…Over 150+tweets.Celebrity MissMalinitweeted and created aviral PR loop about theevent…
  17. 17. The VIRAL PR Story : Celio Store LaunchPopular CelebrityMissMalini picks upthe launch story hoursafter the StoreLaunch….
  18. 18. BENEFITS OF CAMPAIGN Celio Coverage at over 13 Portals Online The Result?
  19. 19. Social Media Coverage and Print Integration Post Live life the CELIO* way on Facebook & Print Standee Foursquare Design at the Store.
  20. 20. LEARNINGS AND INSIGHTS Fans are responsive to sampling, contests, celebrity status gratification. Weekends receive the highest level of interaction for Celio* Bigger contests require more time in terms of receiving fan response and entry. For Celio* our learnings are that we should not go to thin on social media platforms but now focus more towards blogging, evangelist networking, offline meet-ups and Facebook brand page & twitter support. Though Celio* is a Men’s fashion brand, women TG are equally keen on participation, buying ( gifting) and sharing fashion tips and opinions. High tech integration like live broadcasting need special attention, arrangement and planning and should ideally be done independently. i.e. – Amir Khan web cam chat for 3 Idiots. In future, we will be heavily dependent on content at large so we should focus on content syndication with fashion evangelists via engaging meet ups, online contests and creating a niche subset club which is sustainable. In future we should also look at owning properties like iPad apps, games, etc.
  21. 21. THANK YOU

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