Presentation on theme: "1 Allen Solly The Digital Journey. Allen Solly – An Overview Allen Solly launched in India in 1993. Traces its origins back to Nottingham,United Kingdom."— Presentation transcript:
Allen Solly – An Overview Allen Solly launched in India in 1993. Traces its origins back to Nottingham,United Kingdom since1744 Allen Solly launched in India in 1993. Traces its origins back to Nottingham,United Kingdom since1744 Introduced FRIDAY DRESSING in India in 1995 First Brand to introduce Westernwear for Indian Women Consumer in 2002 First Brand to introduce Westernwear for Indian Women Consumer in 2002 Amongst the most salient brands in the country today with Highest Brand Equity Score in its segment* & Clocking strong growth across formats Amongst the most salient brands in the country today with Highest Brand Equity Score in its segment* & Clocking strong growth across formats Source: * MFL – AC Nielsen Brand Track Targets Young, First Jobber who leads a fuller life - Modern, Expressive, Multi-Dimensional, Confident, Fun Loving, Explorer, Experimentative Targets Young, First Jobber who leads a fuller life - Modern, Expressive, Multi-Dimensional, Confident, Fun Loving, Explorer, Experimentative
3 Given Our Consumers Profile, Presence on Digital Was An Easy Decision
4 Allen Solly kicked off its Digital Journey with Dress Fest Activity. We had only one line brief for our agency – Engagement We realised beginning has to be made and learnings and a sharper strategy would eventually follow And this chart gave us confidence The beginning…..
We Spent Considerable Time Understanding The Medium and User Behaviour #1 Social web is not about technology, its about people #2 Brands of the future are brands that have customers and fans telling their stories #3 We need to leverage peoples connections to reach and influence their friends network #4 Fuel the passion of our evangelists to create an influence engine
6 Stemming from these Insights, we have made conversations with consumers the centre of Allen Sollys digital strategy Leveraged the medium to create touch and feel surround sound by making the brand persona real through consumer stories
7 We articulated our objectives Create a strong digital ecosystem (Social media, Search, Display, Mobile) for Allen Solly; and gain competitive edge defined as o Greater Consumer Engagement (Conversations, Co-creation and Virality) o Fashion Wingman o Superior Consumer and brand understanding o Monetise the initiative And We put numbers to all of the above – to make it measurable
And our Strategic Approach Approach Three I model Monetisatio n through enhanced engagement and loyalty Income Greater Consumer Engagement (Conversati on, Co- creation and Virality) Fashion Wingman Intimacy Consumer and market understandi ng – putting the consumer in the center Insight
9 We Also Realised, That Doing Is Important on this medium. No Point in Waiting for the Best Idea, Best Activation, etc Something That Sounds Interesting and Seems Worth It, GO FOR IT. And learn from it.
Believed that the digital world is an integral part of our world -Brand Campaigns -New Retail Identity -New Mnemonic Launch -New Categories Launch – Shoes -Product Launches -Store launches -Store Renovations -EOSS, & Pure Digital Ideas – Solly on Style, Twitter Hoarding
Aligning Activations With The Three I Model Insight June 2011 - Like its a Friday pre- launch survey November 2011 - Like its a Friday TVC – conversation analysis December 2012 - Hot Fridays post campaign survey Intimacy May 2012 - Launch of the Mnemonic with Tag the Stag and Get Stagged May to December 2012 -Launch of the New retail identity store October 2012 - Twitter hoarding activity October 2012 - Hot Fridays campaign and Winter Dress Fest December 2012 - Launch of the Allen Solly crossover styled shoes Income April and November 2012 - Dress Fest July 2012 – Summer End of Season Sale Facebook offer January 2013 – Winter End of Season Sale Facebook offer April 2013 – Custom fit trousers Facebook offer
15 Insight – Consumers Want To Dress Well and Trendily. They Want To Seem Pushing The Edge. Know It All. But Are Apprehensive, Unsure. Look for Advice and A little nudge. We Decided to Focus Disproportionate Energy on - Fashion
Key Initiatives That Will Drive Fashion Objective Solly on Style Video Series Blogger Engagement Friday Styles Vogue School of Style
Engagement With Bloggers And Influencers Product reviews on blogs Invite influencers to previews, before the collection has been launched and share merchandise with them Engage in a dialogue by inviting feedback on products in terms of usage and feedback from peer network, etc. Twitter & Facebook conversations Invite them for the events hosted by Allen Solly to create conversation around Offline meet-ups Online events Engage in a dialogue with the influencers by creating occasions online like Twitter interviews and chats Influencer videos on style tips and Friday dressing Engage, Seed and Co-opt Gratify Share their content on our channels via posts and updates. Share blogposts on our social touchpoints Merchandis e – any new product innovation Platinum membership with Allen Solly Exclusive offers
Solly on Style Build a property through influencers – build connect with category; leverage their network Drive the Dress up for Fridays messaging 1. Identify influencers with relevant and wide reach online 2. Shoot short, vibrant video capturing their stories, what they think of Friday dressing. Drive Dress up for Fridays messaging Share these videos on our social media touch-points, showcasing our connect with real people. Use promoted posts to reach out to a large audience 4. Also, when the influencers share the video on their touch-points, we ride the wave of their networks. As we all together celebrate these stories, the Friday story grows
19 Solly On Style Video Series 19 Santu Misra, Street Fashion photographer Jasmeen Duggal, Owner and Editor, Explosive Fashion Akshita Jain, Owns a blog called Colorific Nikita Bhatia, Owns a blog called The Shopaholic Diaries Video series
Objective o Co-opt influencers into the brand story Execution o We conceived a the Allen Solly LookBook as a property for our ColourLab campaign and got colourful professionals and influencers to model o Offline Clique as face to face meet o By making these influencers into star, we made THEM our brand ambassadors Impact (during the activity) While we got hundreds of conversations going online, reaching lacs of people A rich connect with online influencers building a long and intimate relation them The LookBook is now set for release and we are looking at creating a bang with it
21 The Offline Clique - Conversations Impact Through the hundreds of conversations on Facebook and Twitter we were able to also penetrate in to the timelines and newsfeed of the influencers friend networks
Vogue School of Style From left to right, Vogue editors, Priyanka Khanna, Priyanka Kapadia and Perizaad Khan presenting the key trends of the season, Participants and model at the event Top Women CRM members invited for an event co hosted with Vogue – Vogue School of Style Consumers listened to top fashion advisers and went back thanking Allen Solly for the experience
Friday Styles - The concept To associate Allen Solly with key people from the fashion fraternity thereby pegging brand as a Fashion Adviser These five girls assisted by the ELLE styling team interpret Allen Solly their way ELLE and Allen Solly picks 5 girls by virtue of their contribution to fashion And are photographed under the hook of their natural environments to accentuate the concept
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