Case study presentation on SEVEN (online launch of the apparel and accessories line)

1. LAUNCHINGONLINE
the line of
APPAREL
of the most celebrated
CAPTAINOF INDIA
ACCESSORIES
&

2. Amanwhoneedsnointroduction, M.S.Dhoni isoneofthemostacclaimed
Indiancricketers andapioneerinmanyways. Beingthebrandambassador
forSEVENisjust oneofhisenormous contributions totheworld ofIndian
sports.

3. “Young logon mein kyadikhta hain pata hai?
Sirf India ka futurenahin
IndiakiTakat nazaraati hai

4. seven
With theintention ofbringingdemocracytofitness,
Wedidn’tonlywant togain maximumvisibility,
ButalsomatchuptoDhoni’s shining reputation,
Allthewhile gainingacceptancewith themassaudience.
CHALLENGE
ACCEPTED

5. seven
AND IT DOESN’TSTOP
THERE!
Versatilesports-wearlaunch
Scopeforsocialimpact
Massiveuser-base
AndoffcoursethemagicofMahi
MAJOR BUZZ
+
=
WEDIDTHEMATH

6. seven WE STUDIED THE DEFINITION
The Change
Capable
The Change
Dreamer
#CHANGEMAKER
adj: [cheynj-mey-ker]
A unique hybrid
of the averageperson
who can, with the type
of person who wishesto
make possible,
the element of Change.

7. seven
A BIG ONE
WE FOCUSEDON EDUCATING
THEPEOPLE
THAT SMALL CHANGES LEAD TO

8. seven
FRENZY
WEB
ThroughtheMicro-sitethe
alreadyenthralledfans
wereensured thatthere
wasmoretocome

9. seven
PUT WRITINGS
ON THE WALL
THE PEOPLE,
ONE AND ALL,

10. seven
Contests on social mediasites
receiveda whopping response
as people shared their
notions of how they
would try to bea
#Changemaker
TO THE VICTORSWENT THE
SPOILS

11. seven
THE HAPPENINGSTHE HAPPENINGS
Facebook witnessed the ‘Today I
Will’ campaign which garnered
tremendous attention
Thecopy driven micro-site
displayed a countdown to launch
timerwhich enticed the audience
tosubscribe in orderto beamong
the first to find out more
PRE
Thecampaign was kickedoff with
a tweet from Mahi himself and
#Changemakertrended the
nation
Thepopulation joined in sharing
their individual ideas of change
which was displayed on a ‘Live
Twitter Wall’ at the launch event
showeing just how enormous the
LAUNCH
The message was delivered with
the hammerright on the head.
Fromcelebstocommonpeople,
Everybodyhoppedontocelebrate
the#Changemaker
POST

12. seven
739,606
REACH
4million+
IMPRESSIONS
OF
CHANGE
THE
NUMBERS
112,522
TOTAL VIEWS
46,642
ENGAGEMENT
v
t
Y

13. Change brings opportunity and often creates
greatness.

14. T H E B R A N D G A R N E R E D A L O T O F A T T E N T I O N I N
V I E W S , F O L L O W I N G A N D C O N V E R S A T I O N S ,
E C H O I N G T H E F A C T T H A T T H E B R A N D V I S I O N H A D
A N I N T E G R A L C O N N E C T W I T H T H E A U D I E N C E
THE #CHANGEMAKER CAMPAIGN
ESTABLISHED HOW DYNAMIC
SEVEN COULD TRULY BE

15. seven
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