Flawlessly fashionable, Boardroom ready, Corporate classy, Strategically stylish, Elegant Entrepreneur, In-Style Innovator – these are just a few of the ways in which you can describe your stylish boss or a fashion conscious colleague you’ve always admired.
LinkedIn, the world’s largest professional networking site and Van Heusen, the premium clothing brand from Madura Lifestyle have joined forces once again this year. The duo is on a hunt to find the 10 Most Fashionable Professionals among the 26 million user base in India. The month-long campaign requires LinkedIn members to nominate a maximum of 10 of the most fashionable professionals from their network.
Post shortlisting,10 finalists (5 male & 5 female) chosen by a panel of fashion experts will get a chance to win Van Heusen gift vouchers of Rs 10,000 each. While there is something for the participants too – each participant will receive a gift voucher of Rs. 500 on a minimum purchase of Rs.2000 at Van Heusen.
The hunt is on at a microsite powered with a LinkedIn login. Once you login, the app pulls up your LinkedIn connections. Begin nominations one by one while describing their sense of style. The dropdown gives a variety of attributes to select from. The app then lets you send a preset recommendation to the one you have nominated.
Post nomination, you can choose to share your nomination on LinkedIn, Facebook and Twitter. The check box ‘Publish to network’ allows you to publish your nomination on your network, if you wish to.
The microsite displays LinkedIn profiles of the popular nominations as well as an activity feed of the profiles that have been nominated. A ‘Dashboard’ displays the leading company with the most professionals nominated. Undoubtedly, it is LinkedIn itself. The campaign has seen 17,431 nominations at present while New Delhi leads with the most number of nominations.
Along with the Terms & Conditions of the contest, you can see who has nominated you under ‘My Profile’, The site provides information on the methodology and the detailed dashboard complete with doughnut charts. You can see a detailed list of the top nominations, top industries, top cities, top titles and top companies in the contest so far. The below screen shot shows the top cities vying for the most fashionable professionals.
Although social sharing is on at the microsite, Van Heusen is also spreading the word amongst its community. The Van Heusen India Facebook page with 876K fans has been sharing the microsite while inviting them to participate in the hunt. The brand’s Twitter page is promoting the same with the hashtag #MostFashionableProfessional. I did not see any banner ads on LinkedIn however.
Engaging with the TG
The second edition of Van Heusen’s search for the ‘Most Fashionable Professionals’ amongst LinkedIn connections is definitely much better. The fact that the premium clothing brand has leveraged LinkedIn once again this year to connect with its target community, tells us that the campaign received a good response last year, although a lot of us were very critical about the concept. The campaign is a win-win for both.
While Van Heusen associates itself with the style conscious working professional, LinkedIn provides the valuable platform for brands to tap into. Working with premium brands in the B2C segment might help boost the world’s largest professional network, while also enabling LinkedIn to differentiate itself from other social networks. Since the last year, LinkedIn has made a lot of changes inspired by Facebook and Twitter, while also steering itself clear from resembling the other networks.
A neat concept coupled with cool execution is how I would like to sum up the campaign. As for me, I have received my Van Heusen discount voucher through email.