Delhi Duty Free has found a suitable match. The largest duty free Indian retailer with the finest collection of Single Malts, the world’s best chocolates, premium fragrances and luxury products, has roped in Vir Sanghvi, the epitome of world class taste and travel, as a guest editor for its Facebook page. And I think this is a first in India – a guest editor for a Facebook page!
As per a story in AFAQS, this is part of Delhi Duty Free’s digital campaign, where it seeks to leverage the power of social media to retain brand recall and also inform and influence the consumers buying behaviour. In his new role, the Oxford bred talk show host, columnist and television journalist will interact and educate DDF’s social media community about the luxury goods category, in the form of live chats, video blogs among other activities.
In this video, Vir Sanghvi announces his role as the Social Media Editor for Delhi Duty Free along with talking about what he has in store for everyone.
The DDF Facebook page with a 157K strong fan base, adorns a brand new cover page and display picture announcing the influential guest editor. Short video blogs feature him sharing the recommendations he found at the Cannes film Festival this year. Tn addition to this, the page also features ‘Vir’s Pick of the Week’ where he endorses and recommends the store’s products to fans. Presently he has been endorsing limited edition whiskey on the Facebook page, and more on the website.
DDF’s Twitter page has also been sharing his recommendations, along with other tweets about the retailer. However, on Twitter it has the added advantage of tagging Vir Sanghvi and reaching out to his 669K Twitter followers, after a retweet by him. Vir, on his part, has also shared his new role in a tweet with DDF to his Twitter followers.
Call this new venture by Delhi Duty Free having a ‘Luxurious salesman’ or a ‘Facebook jockey’, but it looks promising to me. Getting an influential and award-winning columnist as a guest blogger on your Facebook page, is a strategic move to make for a luxury brand retailer, as high end luxury goods tend to sell on high end recommendations. This will perhaps be picked up by many more in the industry.