Promoting Apparel/ Denim brand on Social Media

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Europe's leading premium casual brand Lerros enters the cluttered Indian Market. Cloud9 Media helped take Lerros to the next level of customer engagement using social media with zero advertising!

Europe's leading premium casual brand Lerros enters the cluttered Indian Market. Cloud9 Media helped take Lerros to the next level of customer engagement using social media with zero advertising!

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  • 1. Officially Casual
    Taking Brand
    To The Next Level of Customer Engagement
    Social Media Campaign Review
    March – May 2010
  • 2. SITUATION
    Europe’s leading premium casual wear brand enters India in 2008
    Established in 1983, LERROS is considered amongst the premium casual wear apparel players.
    LERROS is also represented in Belgium, Ireland, Finland, Canada, Hungary, Spain, Russia,
    Austria, Netherlands, Sweden among many others.
    Reality – Indian Market
    Cluttered
    Dominated by well established players such as Levis, Lee, Wrangler etc
    High Price Points
    TG 25 -45 M/F
    SOLUTION
    Social media campaign guided by a blog based network, this was created to help showcase
    The complete Lerros Range along with pictures and videos.
    A multi-media campaign helps capture and retain the attention of the consumer.
  • 3. CREATIVITY
    Officially Casual
    A social media campaign dedicated to promoting Lerros Casual Wear amongst
    The Youth and young at heart.
    Creating Buzz and Customer Engagement using Facebook, Ningand Twitter
  • 4. A Social Network – Officially Casual was created for Lerros to promote its range
    Via Blogs, Pictures, Videos and User activations
  • 5. THE BLOG POWER! The way to influencing fashion buys is by providing valuable
    Guidance on use, style and functionality of the product!
    And sharing it with Friends!!
    on the Officially Casual social network!
    5 New Style and Products are showcased every week on the Network, Facebook and Twitter
  • 6. Style Showcase on Facebook – All blog posts, new styles and collection (Spring Summer)
    Was showcased on Facebook Via Updates
    Viral Reach> +200,000 Consumers (via ~ 1000+ Brand Buddies on FB)
  • 7. Users sharing Women’s Wear tips on Facebook
  • 8. User Activation I – Lerros Style o Meter
    Facebook
    Photo contest
    Users uploaded pictures
    capturing their
    ‘Officially
    Casual’ style
    And were rated by other users
    on
    Lerros Style o Meter
    Winners Won
    Lerros Gift Hampers
  • 9. User Interaction
    Customer Feedback
    Live Votes and Comments
    All on FACEBOOK DAILY
    THE NETWORKING EFFECT
  • 10. User Interaction II - Taking the Offline Ground Event to Create an ONLINE BUZZ
    Cosmopolitan Event promotion at Lerros Fanpage
  • 11. Fans Sharing Their Fun Moments With Lerros
    Fans uploaded their pictures wearing Lerros Branded Apparels
    LERROS MOMENT
  • 12. Keeping Fans Engaged III– HUNT FOR THE BIGGEST LERROS FAN
    Users Rating Lerros Collection & Styles
  • 13. Keeping Fans Engaged III– HUNT FOR THE BIGGEST LERROS FAN
    And the winners are….!
  • 14. User Activity Analysis & Comparison
    October 2009 – March 1st 2010: Lerros on Facebook was managed internally by the Lerros team.
    Cloud9 Media began the Social Media Campaign on 1st March 2010
    12th week review
    Cloud9 has delivered more than a 75%
    increase in all
    Consumer acquisition &
    Engagement parameters
    * Source Facebook Page Analytics Report
  • 15. Insights – 12th Week Review
    Increase in Interactions by
    98%
    Increase in Posts by 88%
    Increase in In Interactions per post by 96%
  • 16. Insights – 12th Week Review
    5 Comments in 6 Months
    232 Comments in 12 Weeks
    Increase in Post Quality
    From an average of 3 to 7
    Increase in user recommendations
    By 97%
  • 17. Insights – 12th Week Review
    Increase in Total number of Fans
    By 95%
    Increase in Total Page Views by 80%
  • 18. Synopsis - ROI
    Cloud9 connects Lerros to
    Over 2 Lakh people daily
    And 40 Lakh people every month.
    On every update 3 people respond on an average
    That is a viral brand mention reach of over 8 Lakh people per update!
    Cloud 9 gets Lerros over 17 Lakh brand mentions and viral reach every month
    Which amounts to Facebook Advertising Value of over
    3.8 Crores and
    Editorial Value of Over 38 Crores via consumer recommendations
  • 19. Media
    Cloud
    We are Cloud9 Media
    Cloud 9 Media is a Social Media Conversations & Commerce Company,
    • we enable brands communicate with their target audiences
    • 20. creating, managing and leveraging social media
    • 21. Social tools such as Facebook, Twitter, Blogs, Linked in and others.
    • 22. Cloud 9 brings an audience centric approach in communications.
    • 23. We combine Creative Excellence, Strong Process approach, and Innovative Technology to deliver Communication Results.
    Cloud 9 Media is an enterprise of DIGIQOM SOLUTIONS, an integrated brand communications consultancy head quartered in New Delhi, India. Digiqom Solutions was founded in 2006 with the strategic intent of bridging the gap between brands, and consumer through technology.
  • 24. Our Select Clients
  • 25. Enabling you to influence consumer behavior in World 2.0
    Make
    Consumers
    Friends
    Thank You
    Nipun.k@digiqom.com