Label Ritu Kumar
The ‘Label’ collection is a geometric experiment replete with elements of phulkari, lego blocks, variety of geometric weaves, and unique plastic placements. Straight jackets, structured dresses and playful tees in dupion, jersey, denim, silk and cotton fabrics form the core of the collection. The colors are bold ranging from black and silver to bright reds and oranges, to blush pink and mauve to green and indigo.
Objective: To Launch Label Ritu Kumar – fashion forward sub brand through the most prominent social media platforms – Facebook and Youtube
Reach the target demographic
Gain recognition for the new brand
Create engagement between the brand and targeted audience
People viewing the Youtube videos or people liking the Label’s Facebook page.
Key Lessons:
Reach Block can generate broad awareness, as brands can reach 100 percent of their target audiences on Facebook over a 24-hour period.
Following a reach block with sponsored stories can lead to higher engagement as stories increase distribution of the interactions with the brand generated by the initial blast.
Create experiences on Facebook that encourage fans to share content and become part of the campaign can be especially effective.
Target Audience:
Challenge:
Define the audience on Facebook and other social media, drive them to the Facebook page and engage with the fashion content
Activities:
Audience Profiling Engagement Planning Media Planning Using the 2 most famous platforms of social media i.e. Facebook and Youtube Post ads on Facebook and Youtube to promote and introduce the new fashion brand of Ritu Kumar “Label” targeting the identified audience Promotional activities on face book for Label “5 Must Haves in your wardrobe for this Festive Season” and “Look of the Week, add it to your wardrobe now” Upload videos on youtube and facebook promoting and introducing Label Ritu Kumar i.e. “The heist – Label Ritu Kumar spring summer 2013 video” – it’s an abstract film by Label, Ritu Kumar portraying the SS13 design inspiration and creative influence.
Social Media Buzz Details - Response
We were able to achieve unforeseen numbers within a span of 40 Days: 9,522 “LIKES” on Facebook Page 4,976 people are “talking” about LABEL on Facebook 2,290 “views” on the video – The Heist on Youtube
One of the most successful posts was an abstract video showcasing the Label Ritu Kumar Spring Summer 2013
Youtube: Gathered 2100+ views within the first week of video launch.
