Online Fashion and lifestyle retail brand, Fashion And You has bagged the first place spot to have launched its ad exclusively for the social media community in the ecommerce space. This is the e-tailer’s first ad featuring its brand ambassador and Bollywood actor, Nargis Fakhri, where her husband suspects her of having an affair due to the rising number of items in her wardrobe every day. Rather than going for the traditional forms of promoting its ad film, Fashion And You has selected Facebook and Twitter on which it has built an engaged community.
The ad was shared with the FnY Facebook community that is more than 1.2 million fans strong, without much fanfare. The update invited fans to watch FnY’s first ad as a special preview for its online family. In addition, the page has also added this as a milestone reflecting on its timeline. But, it seems that most of the community interactions were executed through Twitter.
Interactions through Twitter
The Twitter handle of FnY with more than 12K followers has been extensively promoting the ad amongst this community. Prior to launching it, the handle teased followers with suspensive tweets. The day before the launch, the handle tweeted about Nargis Fakhri being followed by a suspicious person. Later in the day, it was announced that Nargis’s wardrobe has got flooded with clothes and followers were asked to guess the reasons. The ad was shared the next day with incentives for further action.
The community was invited to watch the ad video uploaded on its YouTube channel and share their reviews about the suspicious husband ‘Suspi Singh’, in addition to inviting them to participate in the #FashionAndYouTVC contest with a surprise prize. One had to create an ad story or poetry about the commercial in 100 words and send it to a given email address.
Besides, there was another contest asking users to use the same hashtag #FashionAndYouTVC and add ‘Suspi ke saath‘ after a movie name or dialogue. The most finniest tweets could win relevant prizes.
Apparently, this year seems to be the time of ‘exclusive’ launches for the social media community. With over millions of followers on Facebook and a fairly decent presence on Twitter, this trend seems to make sense, and even more so for an online retail brand.