This is a case study featured by Brandmovers India illustrating the social media activities that were set about for fashionable eyewear brand, Vogue Eyewear to unveil its new India brand ambassador, Deepika Padukone.
Fashionable eyewear brand Vogue Eyewear from the Italy-based Luxottica Group had recently signed up Deepika Padukone as its India brand ambassador. With Eva Mendes as the global face of the brand, Vogue Eyewear wanted to move beyond traditional mediums to launch its India face. Besides wanting to reveal the new face of Vogue Eyewear India, the brand also wanted to strike a chord with the target audience and generate significant buzz. So it partnered with digital agency, Brandmovers India that created an integrated and unique campaign worthy of a grand India launch.
The idea was to use digital as the primary medium to unveil the new brand ambassador, and in order to do this, Brandmovers built the world’s largest fan generated mosaic on a microsite that invited fans to join and guess the celebrity. The mosaic eventually built up to reveal the new face. (Read more here) This supplemented with Twitter activities which would enable the brand to reach out to its target group. And to further boost the campaign, influential fashion bloggers were also roped in.
The microsite enabled both Facebook and Twitter login. Users had to click on the ‘Guess Who’ tab and connect through Facebook or Twitter to pick their guess from the given list of celebrities. The guesses were shared on the users’ Facebook or Twitter page with the hashtag #GuessWhoIsInVogueEyewear. With 20,000 entries the mosaic built up to reveal the new face of Vogue Eyewear India.
The right guesses were given cool incentives too - an iPhone 5 every week and a chance to meet Deepika Padukone and get styling tips from her. Besides, there was gamification too - hidden in that mosaic were 100 stars which if found could win the participant branded gift hampers.
Several Twitter activities ensured fans were thoroughly engaged. Hashtag contests like #10SongsInVogue, #IStayInVogueWith, #ForVogueEyewear and #ILoveSunglassesBecause achieved great results with all four trending on Twitter, despite competing with occasions like Holi and Women’s Day. While influential fashion bloggers like Miss Malini, Stylish by nature, etc. and social media influencers like Tinu Cherian, etc. added to the popularity, the trending shot up after Deepika, who has 3.4 million followers on Twitter also joined in by tweeting from her handle. The generic hashtags also had other brands jumping into it. The month-long campaign saw the Vogue Eyewear India Twitter followers rise by 280% and Facebook fans by 390%.
- The world’s largest fan generated mosaic was built with over 20,000 unique entries
- The microsite where the mosaic was housed received a total of 40,216 page views
- Out of these over 28,000 were unique
- While there, visitors spent an average of over three minutes on the site
- Over 9,000 people liked the microsite by connecting with their Facebook profiles
- Twitter followers shot up by 280% and Facebook fans in India increased by 390%
- Over 100,000 mentions and 41 million impressions were generated over one month
Here’s an infographic accompanied with a video that will give you a quick idea of the campaign:
Disclosure: Brandmovers India is an advertiser at Lighthouse Insights.