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Digital Marketing Strategy by Disha Nahata-KOOVS


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Koovs Digital Marketing Presentation, prepared by Disha Nahata at IIDE - Indian Institute of Digital Education.
About Koovs-KOOVS is the one-stop online fashion destination for all your fashion needs. Inspired by the international runways and the global street scene we offer wearable fashion at pocket-friendly prices, right to your doorstep.
A first for fashion online, our team of dedicated buyers work round the clock from our offices in London and India to curate an exclusive selection of the best British and international high street brands.
About IIDE-The Indian Institute of Digital Education (IIDE) evolved from the need for digitally skilled resources in India. All businesses in India are transitioning to the Digital Space for effective business. This has led to a high rise in demand for digitally skilled resources.
The current Indian Education system ignores this demand and is unable to cater to the needs of new businesses. IIDE is catering to this industry requirement and creating future digital entrepreneurs. To create quality output, educational houses need to have world class mechanisms and IIDE has adopted just that.

Published in: Marketing
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Digital Marketing Strategy by Disha Nahata-KOOVS

  1. 1. oovs
  2. 2. About Koovs  One-stop online fashion destination  Inspired by International runways, celebrity looks and on-trend street style  Collaborations with Indian and International designers, brands and influencers  Designed in London
  3. 3. Collaborations
  4. 4.  Objective is to provide customers with a curated and on-trend edit  Provides exclusive fashion at pocket friendly prices  150 new products are launched every week  New collection is launched every four weeks
  5. 5. Marketing Strategy
  7. 7.  Multimedia brand campaign  Increased sales by a monstrous 210% in 2016  Increased brand awareness from 1% to 8%  Content is disruptive and is targeted to the right audience Source:
  8. 8.  Two instagram pages: @koovsfashion (374k followers) and @koovsman (32k followers)  Weekly discounts and offers  #KOOVSXYOU, #KOOVSGIRLPOWER  Contests  Influencer posts  Creative posts, short videos and carousel ads
  9. 9. 1.7 million likes
  10. 10. 17.1k followers
  11. 11. KOOVS TV 168,773 subscribers  ‘How to wear’ videos  ‘Get the look’ videos  Interviews  Launch party videos  Behind the scenes  London Fashion Week videos
  12. 12. WEBSITE  360 degree product view  Catwalk videos  Easy navigation
  13. 13. OTHER WEBSITES AND PRINT MEDIA  Featured in the Telegraph UK, Vogue, Verve  Article gets published in htcity (Mumbai and Delhi) every week  Koovs is also present on other platforms like Pinterest and LinkedIn
  14. 14. Competitive Analysis
  15. 15. About Topshop  British multinational fashion retailer of clothing, shoes, make-up and accessories  Affordable high street brand followed by teenagers, youngsters, models, actors, bloggers, and more such people
  16. 16. Social Media Platforms  Style  Beauty  News  Music  Culture
  17. 17. #LIVETRENDS – Real time campaign
  18. 18. About Jabong  It is an Indian fashion and lifestyle E-commerce portal  The company has been active on digital media, giving competition to its competitors in a short span of time  They’ve carried out a number of campaigns  ‘The Juice’ is the style guide launched by them
  19. 19. Target Audience
  20. 20. Core Target Audience  17-22 years of age  Female/Male  Really active on social media  Fashion conscious – like investing in daily fashion  Medium-High Income  Students  Location – Urban areas like Mumbai, Delhi, Bangalore, Pune  Outgoing and love partying  Musically inclined – Follow a lot of artists and love going to concerts
  21. 21. Secondary Target Audience  23-28 years  Male/Female  Working  Outgoing  Love experimenting with clothes  Fashion conscious  Travel a lot
  22. 22.  Name: Tanya Awasthi  Age: 20 yrs.  Social Status: Upper middle class  BMM student at UPG  Really active on Instagram: Follows a lot of models, fashion bloggers, style icons and artists  Loves partying  Loves taking pictures  Loves shopping  Watches a lot of dance videos on YouTube BUYER PERSONA 1
  23. 23.  Name: Ninad Naik  Age: 19 yrs.  Social Status: Upper Middle class  Studies BBA at Symbiosis, Pune  Party Animal  Quite active on social media  Dancer BUYER PERSONA 2
  24. 24. Name: Surbhi Gupta Age: 25 yrs. Occupation: Interior designer Qualities: Dog lover, loves experimenting with clothes and is really into decorative art. She also travels a lot BUYER PERSONA 3
  25. 25. SEO
  26. 26. SEO Optimizer  Title and Meta description  Header tags and Keyword consistency × Image Alt Attributes × Size of the website and information per page × Tap Target Sizing for mobile
  27. 27. Keyword suggestions  dresses online  Online shopping India  Online shopping for women  men’s clothing online  men’s wear  men’s casual shirts  men’s casual shoes  buy clothes online  Latest fashion trends  Online shopping for men  Buy dresses online  sale online  online shopping offers  online shopping apps
  28. 28. Content Strategy
  29. 29. WEEKLY PLAN
  30. 30. MONTHLY PLAN A glimpse of the videos can be put up on platforms like Instagram and Twitter but not entire videos Koovs TV is integrated with the website
  31. 31. MONTHLY PLAN  Newsletter/monthly fashion magazine
  32. 32. The 7 day #whattowear campaign  Short #whattowear videos and posts will be put up for 7 days  At the end of the videos we ask them to give us one good reason why their wardrobe needs to be fixed  After seven days we select three entries and give them a personalised style session and a curated outfit
  33. 33. #whattowear
  34. 34. Curated concert looks #koovsgrooves Get Sunburn ready with koovs
  35. 35. You can decide what our next collection could be about #whatsnext
  36. 36. #iamafeminist
  37. 37. #SHOPLIVE  Live fashion show on facebook  The code of the outfit would be displayed on the screen  People can buy those clothes at that point of time from the website
  38. 38. Mood Board
  39. 39. Blog Campaign
  40. 40.  10 OOTDs that will blow you away, not your wallet! ( 5th one is to die for! )  10 dreamy looks that’ll swipe you off your feet! #beyourownfairytale  Wear those denims one more time but in 8 different styles! ( Denims = BFFs )  10 Girl Survival Hacks #MustHaves  6 wise fashion ideas for College! ( Walk those halls in style! )  3 ways to wear your favourite beach hat ( Because no hat, no play, no fun today! )  Frills, Ruffles, Slogan Tees….get set for summer 2017! #goodvibesonly
  41. 41. E-mail Marketing
  42. 42.  Subscription: Stay in tune with the hottest fashion trends! Subscribe now! (Subscription pop-up box/email)  Discounts/offers/deals: Upto 40% off on featured outfits! What are you waiting for? Shop at now!  Updates: Loud, funky and jaw dropping collection designed by Mattie Stewart is live on! Stay stylish inside out  Cart abandonment: Complete you purchase with an additional 10% off!  Contests: Re-do your wardrobe and get a chance to experience a personalised style session #contestalert
  43. 43.  loyalty points: Get ready for a special something. Shop more! Live more! Earn loyalty points to receive exclusive offers  Customer services: Thank you e-mails/personalized gifts/Order related e-mails
  44. 44. Influencers
  45. 45.  Campaigns for koovs collection  Facebook live style sessions  TVC, Billboards  Youtube videos (fashion trends, streetwear collection) Disha Patani
  46. 46.  For promoting Koovs activewear  Facebook short videos  Interviews Gurbani Judge
  47. 47. Akanksha Redhu  Influencer posts  Blog content
  48. 48. Aditya Roy Kapur  Campaigns for koovsman  TVC, billboards
  49. 49. Ayushmann Khurrana  Facebook live style sessions  Campaigns for koovsman
  50. 50. ORM
  51. 51. Platforms for ORM  Google playstore (review section)  Twitter
  52. 52. Media Planning
  53. 53. Facebook/Instagram ads  Carousel ads – Product catalogue ads, New collection  Canvas ads – Curated looks and blogs  Remarketing ads Google  Product catalogue ads – using the display planner (image ads)  Text ads – Using keywords  Remarketing ads