How Social Kinnect helped launch #fbbPujoCollection to gain 5,000 footfalls in 1 day for fbb

Case study by Social Kinnect for fbb's Pujo Collection launch with Yami Gautam, submitted under the category: ‘Best Influencer Campaign’ for LI Content Marketing Awards 2017

fbb pujo yami gautam

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 value 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

Pujo is a festival of abundance – a grand celebration that takes over the emotional mind space of West Bengal.

During this time period the locals are exposed to a lot of chatter on clothes and brands and are told in a million different ways what they should buy and where they should buy it from.

Identified Objectives

Fbb wanted to stand out from this chaos and celebrate fashion while presenting a perspective on and having a conversation about what people should wear. They wanted to play the role of influencer and garner trust, credibility, and value in the minds of the consumers. In order to do this, fbb wanted to be the thought leaders of the trends of the season and ensure that Pujo was celebrated with fbb.

The Strategy/Execution

In order to get our audience to look at fbb for all their fashion problems this season, Social Kinnect, the Digital Marketing Agency behind the scenes decided to take a slightly loud route.

With more and more people looking to platforms like Instagram and Facebook for fashion advice, the role of celebrities has only become bigger. So to launch the #fbbPujoCollection, we decided to tie up with Yami Gautam.

fbb pujo

From pulling in a large number of people into Lake Mall in Kolkata, to creating a buzz online, the launch of the collection created quite a stir and gave the brand a lot of recall value.

Results

With over 4,644 people registering themselves for the event, the store had a footfall of almost 5,000 people in one day. On Social Media, the brand received 1 Lakh interactions on the posts that spoke of the Yami Gautam event, the brand has definitely left a mark this Pujo.

Observations/Lessons

While using influencers it is important to remember that there will be negative comments coming in from audience that may not follow the celebrity. In order to ensure this does not catch on or cause damage to the message we are trying to give out, one must manage comments sections and engage with the audience in the most polite manner.

Additionally, what helped with garnering maximum traction in this campaign was promotion of posts and the event page. Optimizing promotion methods, to get best practices in place during each campaign is an ongoing process and should be given top most priority.