Why Social Kinnect conceived World Shorts Day for fbb & boosted sales of 1.5 lakh shorts in just one week

Case study by Social Kinnect for fbb to democratize shorts by making them an aspiration for Indians, submitted under the category: ‘Best Brand Building Content - B2C ’ for LI Content Marketing Awards 2017

FBB_World_shorts_Day

The Client

fbb, India’s Fashion Hub, has been the face of affordable fashion destinations in India since 2008. With a mission to make India Thoda aur stylish, its philosophy reinstates the fact that it doesn’t cost much to be stylish with fbb. It believes in aspirational iralue fashion. From business meeting to casual resort wear, from versatile ethnics to comfortable home wear, fbb creates exclusive merchandise for its audience under it’s own private labels. With a wide variety to choose from, fbb has something in store for everyone. fbb targets a youthful audience in India that wishes to stay synonymous with current trends.

The Agency

Social Kinnect is one of India’s fastest growing Digital Marketing Agency, which prides itself for providing ‘result-driven digital marketing services’ to the country’s top brands such as, HDFC Ergo, Indiabulls Home Loans, L’Oreal Professional, fbb (Fashion at Big Bazaar), LODHA, Zee Studio, Star Gold, Everyuth, Asian Paints and PNB MetLife. Their range of digital services include Social Media Marketing, Digital Media Planning / Buying, Video Production, Search Engine Optimisation, Websites and Application Development among others.

Problem Statement

Summers in India get hotter every year. It’s that time of year when we just want to wear the bare minimum but the rule of the day continues to be formal, full lengths. As the temperature rises, these attires make us uncomfortable.

Identified Objectives

Through this campaign, fbb wanted to democratize the sale of shorts and ensure it caught on as the biggest trend of the season.

Strategy/Execution

A whacky, bold tonality was taken for the campaign, unlike most of the brand’s other campaigns. The aim was to start a movement, and get India to wear shorts on one specific day. Seeing that it was a digital-only campaign, the digital communication needed to be fun, bold and attractive.

To achieve this, Social Kinnect, the Digital Marketing agency, created ‘World Shorts Day’, a day dedicated to wearing shorts and joining the trend fbb had begun.

Our first step was to crack the communication and creative style for the campaign that would help to attract the audience and increase the momentum of the campaign in the digital space. Instead of taking the safe route of creating content about shorts, fbb decided to make shorts look cooler than ever with engaging videos featuring Vir Das, along with bold and vibrant content.

The aim was to drive people to the fbb stores to increase the sale of shorts. By creating hype and intrigue online, fbb was able to get the digital community to talk about the campaign and ultimately get people to buy fbb shorts and celebrate World Shorts Day.

We did the same by communicating via various fun innovations like videos, GIFs, clickable posts, and much more.

Content Innovations And Supporting Pegs:

TEASER CONTENT

To build intrigue, fbb put out teaser posts that announced that it was time to #DropThePants on April 23. These posts did very well, with the audience keen to know what fbb had in store. Vir Das also joined in to announce that he was gearing up for April 23.

Temperatures are rising this summer. Are you ready to #DropThePants? Register to know more: https://goo.gl/ZUSq2m

โพสต์โดย Fbb – India's Fashion Hub บน 13 เมษายน 2017

To support this leg of the campaign, fashion influencers also posted on their pages that they were getting ready for April 23. The teaser phase was successful in creating hype right before the big announcement.

TEASER LANDING PAGE

Along with the social media campaign, fbb launched a landing page where people were directed to in order to register to find out about April 23 was all about before the world did. This helped to track the audience from the beginning of the campaign.

LAUNCH VIDEO

We tied up with popular stand-up comedian Vir Das who starred in the launch video of the campaign. The video has Vir announcing the day through a hilarious and engaging video that urges men to #DropThePants on #WorldShortsDay.

The video was well received, with multiple shares, likes and comments within a few hours of the launch.

It's #WorldShortsDay on 23rd April! #DropThePants with Vir Das & Register to win a Free Trip to Goa: https://goo.gl/8Nx6AD

โพสต์โดย Fbb – India's Fashion Hub บน 18 เมษายน 2017

LAUNCH LANDING PAGE

To further track the digital audience, we the World Shorts Day launch landing page was created. Users who registered on the page were given discount coupons for fbb shorts.

launch_landing_page

BUMPER AD

fbb created a bumper ad that ran on YouTube encouraging people to Drop The Pants, and head over to fbb stores to celebrate World Shorts Day. It featured Vir Das, and perfectly reflected the ‘cool’ approach of the campaign.

GOA ANNOUNCEMENT

To really drive sales, fbb announced that 5 lucky winners would win a free trip to Goa by buying fbb shorts. Vir Das was again leveraged for this, where he encouraged his fans to go to fbb on April 23.

#DropThePants Challenge

User generated content is key to the success of any campaign.

In order to create excitement about World Shorts Day, we asked our audience to take part in the #DropThePants Challenge. We also collaborated with bloggers to amplify the activity. We gave out coupons from both fbb and the bloggers’ handles.

fbb_blogger_outreach

Results

  • With people all over the country seeing and hearing about World Shorts Day, the brand saw more than 3.5 lac registrations and over 3,000 entries to the #DropThePants contest.
  • The campaign reached over 6.6 million consumers and garnered over 3.1 Lac reactions in its 1 week long duration.
  • Through its ads and posts, the brand sold 1.5 lac shorts in just one week. This showed a growth of over 80% in the sale of shorts.

Observations

The audience responds to contests and offers that give them a value attached to it. Through this campaign, not only did we give them whacky communication to build a liking for but we were also able to give them something in return.

While targeting men from a fashion brand isn’t the easiest, this campaign is proof that with the right messaging and methods, maximum output can be achieved.

Case study video

World Shorts Day

How Fbb – India's Fashion Hub World Shorts Day boosted sales of 1.5 lakh shorts in just one weekAgency: Social Kinnect

โพสต์โดย Lighthouse Insights บน 15 ตุลาคม 2017