The New Caprese Campaign Makes Smart Use Of Social Media To Drive Awareness (& Probably Sales)

For the launch of Caprese SS'15 collection, the bag brand is using social media to not only build awareness but also drive sales in the target segment

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The new Caprese girl is back in business and this time she is flaunting bags from the brand’s 2015 Spring Summer Collection. VIP, the luggage maker signed on the young and stylish actor, Alia Bhatt late last year as the face of Caprese, its brand of ladies handbags launched in 2012.

The 2014 campaign was the brand’s first ever large scale campaign to position Caprese as the brand with an international outlook and a desi price. Alia Bhatt posed in the ever stylish range on offer in the 2014 Autumn/Winter collection in the quaint streets of Europe. She proudly declared herself to be a Caprese Girl, thus making it mandatory for her fans and critics to look up and notice the new brand from VIP. Read “The New Caprese Girl Is Unveiled After A Fun #WhosthatGirl Contest”.

In keeping with its international aura, the desi brand has recreated the magic in its new campaign to unveil the fresh new 2015 Spring Summer Collection. Alia is once again on the job, sashaying around in scenic locations in Europe, straddling the all new collection with ease. The 50-second television commercial is the handiwork of creative agency, Company.

 

The brand has planned on a 360-degree marketing approach across print, radio, television and social media. On the social media front, it has weaved in a smart campaign to get users acquainted with the new Caprese SS’15 collection. It has launched a social media campaign across Facebook and Twitter where it’s inviting women to play stylist for the Caprese Girl armed with the new collection.

One has to follow the brand’s Twitter handle, tag five of their friends and answer the questions in the form of images or links from the brand’s website, using the hashtag #CapreseStylist. There is no limit to user responses but they have to take care to suggest only bags from the new Caprese Spring/Summer’15 Collection. Two winners will take home brand merchandise at the end of the contest.

#CapreseStylist, which is on at the moment, got women to scan all over the new collection on the brand’s website and come up with their choice of a cute bag for a lunch date or a travel bag for a road trip, and more.

Additionally, the brand also teamed up with fashion bloggers to blog about their favourite bags from the Caprese SS’15 collection.

Helping product discovery and brand appeal

For the longest time, I (and we can safely assume many others) believed Caprese to be an international fashion brand from Italy inspired by the Isle of Capri. Well, that’s some smart marketing for you. Even the ads end with the message of being available ‘now’ in India. Misleading yet true to its target group – the fashion conscious young Indian woman who wouldn’t want to burn her pockets in the pursuit of a stylish, uber chic bag inspired by global fashion trends. But, does Caprese manage to strike the right chord with them?

Caprese was launched back in 2012 to cater to the mid-sized ladies handbag market as there was a large potential there. In a market ridden by high priced international bags and local unbranded bags, the Indian woman had to go tough on her bag buying. This is where Caprese comes in – to offer the mid-priced, great quality, high style bag for her. While the 2014 campaign managed to establish the brand identity and define the Caprese Girl, the brand’s latest campaign brings its potential consumers closer to the brand and get a sense of its affordable pricing.

#CapreseStylist is a cleverly weaved social media campaign that is linked to the online site. It plays well to the social savvy woman’s need to play stylist, as well as aids in product discovery and buying. The brand has managed to build awareness and sales with this targeted approach on social media, hopefully helping its journey to reach the Rs 100 crore sales target by 2017!