Social Media Case Study of London Market by the Cufflinks

1. We fasten your brand with the audience

3. London Market is setting out to firmly establish itself as one of the
important markets leading up to a crown jewel of New Delhi.
It is a destination for apparel shoppers, art lovers, antiques.
From Jewelry to Fashion, Pret to Couture, Kids to Grown ups, the
London Market has something for the whole family. It offers you a
fantastic opportunity to skip the crowds & bag a great Bridal trousseau,
a fantastic evening dress, wallet, broach, some exquisite jewelry, or an
original artist’s piece of art.
Apart from the 'Shop till you drop' attitude, such events have become
important in their function as community gatherings, where people
meet friends, enjoy the entertainment and share a few laughs. All the
events have an extremely positive environment and a savvy vendor
can use these 'good vibes' to his own advantage, resulting in lucrative
business.
Participants include: Rolls Royce, Porche Design- mobile phone &
pens, Porche, Bang & Olufsen, The Estd.- Private jets, yachts, aqua,
automobiles, Segway - personal transport system, jewelers & fashion
designers, exclusive real estate, high end porcelain & outdoor living.

4. London market conducted its 7th exhibition this year at 'Welcom
Hotel Sheraton New Delhi', on the 24th of April‘ 2013 from
10am to 6pm.
The participation list of 'London Market‘ was huge, as it always
is. In terms of designers, as well as the shoppers in Delhi. All
became a part of the much awaited affair with a lot of
excitement and zeal.
It was a day full of exclusivity and fashion. All in all a complete
fun day for the avid shoppers in Delhi. They came out with their
girl friends, shopped voraciously, shared a good laugh, were well
greeted by the designers, in a well organized, fabulous ambiance
of a 5star Hotel. What else do girls need?!
The Exhibition constituted of around more than 50 designers,
who did a lot of sales under the umbrella of London Market.
Established designers have a chance of showcasing and
interacting with their customers in person. While the budding
designers get a lot of recognition and networking for future
sales.

5. Why we selected these networks?

6. Facebook proved to be the perfect medium to inform the shoppers as
well as the designers about the event. Whenever a girl talks (Likes, shares,
comments) about a fashion event on facebook, rest of her girlfriends
come buzzing like bees on the same destination! ;)
Well, that sort of worked in our favor for this complete fashion oriented
event. It was almost like inviting ladies to be a part of a high class society,
where its all about taste, design, exclusivity, variety. Something for
everyone basically.
We as an agency, left no stone unturned in talking and promoting each
designer and their products separately and rigorously, over a period of
one month.
It was so regular and extensive, that by the date of the event, everyone
was talking about it. Daily we had queries from the girls wanting to know
about various designers, dates, timings and so on. We kept them well
informed about every tiny detail about the event.
Two campaigns that were successfully conducted to support the affair –
1. STYLE STALKER CONTEST
2. LOYALTY CARD PROGRAM

10. The girls were asked to share their most stylish
photograph, and invite their friends to vote for them,
in exchange for an enticing Gift Hamper, which was
offered to the highest voted, from London market.
(and we did pull off a good Cat Fight over Votes :P)
The contest duration was 20 days. and the last 2-3
days were pretty engaging! It was a buzz all around,
regarding votes/entries/queries.

14. With this Loyalty Program, we proposed the
shopaholics to become a patron of the fair and
gain the privilege of shopping more and more,
with great discounts through the Loyalty Card
Membership.
These cards made them feel honored to be an
authenticated member of a high society gala.
The response received over a period of just 15
days, was phenomenal.

18. Twitter aided a lot in doing cross branding promotions for all the associated designers. Their respective
followers were coaxed to talk about London Market as a complete affair. The twitteratis who followed a
particular designer, were sure to have an interest in fashion and design on whole. This created a complete
Buzz around the promotions. Also, the contest promotions were done well through twitter, using #tags,
such as, #FreeGiveaways #ContestAlert, #SweepTakes, #GiftHamper, #VotetoWin.
Commonly used #tags were #FashionDayOut, #DelhiShopping #Shopaholics #SpringSummer and so on.

19. YouTube was encashed to showcase the actual footfall at the
event. From the décor and designer stalls to the actual ruckus
at the venue, all was showcased in a creatively edited video.
The video was uploaded on the channel that was designed
and customized for the brand.
Also, the socialites were happy to be a part of all the online
buzz. This in turn, increased the views on the videos and
channel altogether.

20. http://www.youtube.com/watch?v=lOTzoLTG4ZU
http://www.youtube.com/watch?v=0DfGcocRKS4

27. THANK YOU
KRITI KOHLI
+91-8800242690
kriti.cufflinks@gmail.com
DIVESH GUPTA
+91-9818575483
divesh.cufflinks@gmail.com
w w w . t h e c u f f l i n k s .c o