Content Strategy for Ajio

1. BHAIRAVI DATAR

2. AJIO is an online fashion space with the
trendiest, freshest and most unique style
from across India and the world.
AJIO promises to offer a wide range of
well asorted collection helping fashion
lovers to make quality decisions.

3.  Founded by Mukesh Ambani, is being
driven by Isha Ambani.
 AJIO is reliance initial step into e-
commerce.
 AJIO was launched globally on 1st April
2016 at the Lakme Fashion Week.
 They launched the app with a wide range
of products from clothing, footwear, and
accessories.

4. TARGET GROUP (18-35)
 This TG is highly active on social
media and other online platforms
 They are more inclined towards
discounts and offers becuase of the
limited disposable income.
 This Target Group is more concerned
about the Designs and style of
clothing.
Age Group 18-25
Youth Engaged in education
 This TG is also active on social
media and other online platforms
 They are easy to tap through
innovative online campaigns
 This Target Group is more
concerned about the quality of the
products.
Age Group 26-35
Young Corporate Professionals

5. SOURCE : SIMILARWEB.COM
SEO & SEM

6. SOURCE : SIMILARWEB.COM
SOCIAL ENGAGEMENT- AJIO

7. INDUSTRY OUTLOOK
 Revenue in the Fashion segment amounts to US$12,546m in 2019.
 Revenue is expected to show an annual growth rate (CAGR 2019-2023) of
20.8%, resulting in a market volume of US$26,723m by 2023.
 The market's largest segment is Apparel with a market volume of
US$9,931m in 2019.

8. USERS BY AGE
SOURCE : STATISTA GLOBAL CONSUMER SURVEY

9. USERS BY GENDER
SOURCE : STATISTA GLOBAL CONSUMER SURVEY

12.  In collaboration with Aditi Rao Hayadri AJIO.com had
the opportunity to tap into the milennial mindset: the
thirst for new.
 The campaign, spans the entire festive season from
Navratri and Dussehra, and from Diwali all the way to
the Christmas/New Year season.
 # by AJIO.com promises a brand new
style, trend and fashion piece every single day during
this festive period.
 Being a very interesting campaign rollout, Aditi Rao
Hydari asked users to follow her for these 100 days, as
she explored these festivals adorning a
.

14. #DressedToGig

15.  Youth in India is becoming more aware
and fashion forward.Ajio used it as the
basis of the campaign.
 The steps for campaign were simple.
Get dressed for a gig. .
using
#DressedToGig and .
 The Grand prize was for winners to
party at the
in Belgium with
one of their besties!

16. 1.6M Followers
2 posts per day
5.1M Followers
4 posts per day
3.1M Followers
3 posts per day
241K Followers
2 posts per day
1.2M Followers
5 posts per day
932K Followers
5 posts per day
20.4K Monthly
Viewers
2.6M Monthly
Viewers
72.7K Monthly
Viewers
349K Subscribers
162 Videos
788K Subscribers
1448 Videos
512K Subscribers
366 Videos
SOCIAL MEDIA
COMPETITIVE ANALYSIS

17. SOURCE : SIMILARWEB.COM
SOCIAL ENGAGEMENT - Myntra

18. Myntra #BeUnskippable Campaign
 The #BeUnskippable campaign is aimed at
helping people chart their own success in
professional and social environments, as
their style expert.
 It urges everyone to ‘Style up, Move up’, in
order to take on a very competitive world
that offers only a few seconds to get
noticed or risk being ‘skipped’.

19.  The campaign was a 360-
degree campaign on television, digital &
social media taking the message to the
target audience, with digital being the
foremost.
 Myntra created by
users using the hashtag #BeUnskippable
on their Facebook page creating a

20. SOURCE : SIMILARWEB.COM
SOCIAL ENGAGEMENT - SHEIN

21. SHEIN Campus Ambassador Campaign
 SHEIN India, recently initiated an influencer
campaign titled to generate
brand awareness, loyalty and visibility among the
consumers.
 The campaign also aims to target and engage the
young college-going enthusiasts and provide
them an opportunity beyond academics to
develop the soft skills of communication,
marketing and networking.

23.  The Campus Ambassadors helped SHEIN to
within their respective colleges and introduced
the brand to them. They were also provided with a special
coupon code for their users.
 All these ambassadors, with the help of SHEIN,
, in the first week of December and announced
their contribution to the brand.
 Over were held in by ambassadors
targeting a attendees and generating at least
800 posts with the pointed hashtag.

24. BUYER'S PERSONA

25. Name
Age
Maritial Status
Location
Education
Occupation
Audience Type
 She likes to Travel &
Explore
 Shopping and Fashion
 Following New Trends
Hobbies & Interests
 Her Goal is to increase the
reach of her Youtube
channel
 She wants to explore a
new city every year
Goals
 Not beign able to
decide what to wear
 Making money out of
Blogging
Challenges

26. Name
Age
Maritial Status
Location
Education
Occupation
Audience Type
 Reading and Binge
watching Tv shows.
 Partying on weekends
 Follows the Tech news
Hobbies & Interests
 His goal is to follow a
healthy lifestyle
 To Grow his Start up
Goals
 To understand the
latest Fashion
 Not getting enough
time to go out for
shopping
Challenges

27. Name
Age
Maritial Status
Location
a
Education
Occupation
Audience Type
 She likes to go out with
friends and eat different
cusines
 Read fashion Magazines
& Articles
Hobbies & Interests
 To work with Masaba
Gupta
 Have her clothes
showcased at Lakme
Fashion Week
Goals
 Balancing Work and
College Life
 Saving money
 Finding the inspiration
for Design
Challenges

28.  Brands Identity when it comes to their own
collection i.e. AJIO OWN is missing
 Similar Outfit option and suggestion looks
is a problem which is missing from their
App & Website.
 Brand Recognization is less

30. Day Date Time Platform Content Type Copy of the Content
Mar-20
Sunday 01-03-2020
10am - 1pm
& 5pm - 9pm
9pm
Youtube, Twitter & Instagram
Instagram
Youtube Video, Tweet &
Tweet & Insta Post
The Blogger will share some Lookbooks using the
using the Ajio Own products creating some trendy
some trendy looks
Monday 02-03-2020 6pm - 9pm Facebook Blog
“Here are some lookbooks for 5 days with your
your favourite pair of White Sneakers”
Tuesday 03-03-2020 6pm - 9pm
Facebook, Twitter& Instagram
Instagram
Tweet & Insta Story #BeAjioReady
Wednesday 04-03-2020 6pm - 9pm Facebook & Instagram Post & Meme
"The Art is US and the Artist can be One of you“
you“
Thursday 05-03-2020 6pm - 9pm
Facebook, Twitter & Instagram
Instagram
Tweet & Insta Story People sharing their Ajio experience
Friday 06-03-2020 6pm - 9pm
Facebook, Pinterest & Instagram
Instagram
Pinterest &Insta Post
Post
Womens Day Contest post

31. Saturday 07-03-2020
10am - 1pm
& 5pm - 9pm
Facebook, Youtube &
Instagram
Video & IGTV Reminder for contest
Sunday 08-03-2020
10am - 1pm
& 5pm - 9pm
Facebook, Twitter &
Instagram
Contest Post Winner Post will be uploaded
Monday 09-03-2020 6pm - 9pm
Facebook, Pinterest &
Instagram
Post Monday March Mania
Tuesday 10-03-2020 6pm - 9pm
Facebook, Twitter&
Instagram
Tweet & Insta Story Follow the Trend
Wednesday 11-03-2020 6pm - 9pm Facebook & Instagram Video
10 College wadrobe essentials and ways to
style them
Thursday 12-03-2020 6pm - 9pm
Facebook, Twitter &
Instagram
Memes #DollyPartonChallenge
Day Date Time Platform Content Type Copy of the Content

33. Pain Point – Putting a whole outfit together ( As per survey )
Campaign Hashtag -
 Ajio Ready campaign will help the brand sell not only a Single Clothing item but a whole outfit to
but a whole outfit to suit their Personality.
 This Campaign will be held across all the social media platforms by making a Awareness & Sales
Awareness & Sales campaign
Campaign Idea - (to showcase some looks using Ajio products)
on how to style a clothing item for different looks

34. Date : 1st March Saturday
Platform : Youtube & Instagram
Content Type : Video & IGTV
We will choose Bloggers as people
now a days realte more with them
and their style
The Blogger will share some
Lookbooks using the
products creating some trendy looks
for everyday. Everyone has a doubt
when in comes to pairing their
favourite pair of shoes with different
looks.
This campaign will be held on
Youtube and Instagram using Fashion
Bloggers

35. Date : 2nd March Monday
Platform : Facebook & Website
Content Type : Blog
Staples you must go with for the season is a pair of white
sneakers. They can not only match your late winter looks,
but also pair your early spring styles very well. It’s
versatile to wear such a pair of shoes.
“Here are some lookbooks for 5 days with your favourite
pair of White Sneakers”

36. Date : 6th March Sunday
Platform : Facebook, Twitter &
Instagram
Content Type :Contest Post
Buy online and Treat Yourself This Womens Day.
Avail Discounts On Premium Brands
#BeAjioReady #AjioOwn
 All the Womens will be asked to create a look
using only Ajio products.
 They will have to post the outfit idea with the
hashtag
 Top 3 Looks will be featured on the Ajio page
on womens day and will receive a Gift card.

37. Effortlessly Flaunting my style wherever I go
Thanks AJIO for making me Ajio Ready
#BeAjioReady
Date : 8th March Sunday
Platform : Facebook, Twitter &
Instagram
Content Type :Contest Post
 For the winner post. The post will air on
8th March 2020.
 Best 3 looks will be Reposted on Ajios
Page with the caption Ajio Ready
 Womens are encouraged to flaunt their
Styles to the world and explore their
fashion

38. Buy online at Monday March Mania on
AJIO. Huge footwear and Clothing range.
Order now and avail Best Discounts
#BeAjioReady #AjioOwn
Date : 9th March Monday
Platform : Facebook
Content Type : Post

39. Date : 12th March Thursday
Platform : Facebook, Twitter &
Instagram
Content Type :Trending Meme
Caption : Get you a Women who can do it all
#DollyPartonChallenge
Dolly Parton a US country singer, Started a Viral
"LinkedIn, Facebook, Instagram, Tinder" Meme the
Latest Trend on Social media
Even celebrities including Mark Hamill, Will Smith,
Ellen DeGeneres, Ayushmann Khurana, Priyanka
Chopra and more chimed in.