Find out how Allen Solly used Facebook to promote its End of Season sale activity

1. Social Media Case Study: Allen Solly’s End of Season Sale Facebook Application
Brand: Allen Solly
Agency:Blogworks
Objective: To translate engagement with fans and customers online on Facebook into footfalls and
sales at physical stores
Execution:
We conceptualised and created a ‘Scratch Card’ Facebook application, which would allow users
to scratch a card virtually and win discounts of 30%, 35% or 40%.
They had to put in their names, email ids and contact numbers, and click on the submit button
to receive the discount coupon in their inbox.
They could then take a print of the discount coupon, take it to the store and avail the
discounts on their next purchase.
The application was available on mobile as well, for Android and iOS platforms.
It was promoted through social ads and promoted posts on Facebook.

2. Results:
RoI generated from this initiative was an unprecedented 2,194%
4% of the total sales during the End of Season sale came from Facebook alone

3. About the campaign:
Speaking about their digital marketing initiatives, SoorajBhat, Brand Head, Allen Solly said, “The
milestone is just an indicator of the dominant position we are looking at vis-à-vis this medium, as we
put conversations with consumers at the very core of the Allen Solly brand.” He added, “Consumers
see Allen Solly as a friend, and we will increasingly play the role of the fashion wingman, giving them
advice and tips on fashion and style.”
Rajesh Lalwani, CEO, Blogworks: “Allen Solly is a rich social programme that we‟ve built using our
„Three I‟s‟ model – Insights, Intimacy and Income. Not only do we listen to the consumers, we conduct
strategic interventions by asking them for feedback, which helps us engage our fans in meaningful
conversations and co-creation. We have designed a programme that has helped in generating more
footfalls and sales, which we track rigorously.”
More information can be found here: http://blogworks.in/post/the-allen-solly-end-of-season-sale-
application-earning-through-facebook/