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Brand Factory, a Future Group entity is India’s leading chain of fashion discount stores. There are more than 200 Indian and International brands available at 20%-70% discount, 365 days a year.
With an increased number of stores, the task was to drive high footfalls at 90+ stores spread across the nation including tier II and tier III cities and was a cut-out task.
We implemented a perfect digital marketing mix to leverage the digital environment in order to achieve the goal.
The idea is backed by consumer insights and urges its customers to #DontShopAtFSW if they like being rewarded only with discounts, and enjoy street shopping, EOSS etc.
The communication approach
was direct and achieved through meme marketing and topical content across Facebook, Instagram posts and stories, and Twitter. The content was well received across mediums, more so on Instagram, where
influencers promoted the event on their page by posting images of themselves with their passes and urging their followers to do the same.
The campaign was further amplified with two digital
films that captured the true shopping experience of consumers while looking for discounts, and also through gamification of the event and a 48 hour Facebook live.
The campaign received an overwhelming
response of over 1.2 million views just on Facebook and garnered 1 lakh RSVPs online on day 1 itself of the campaign.
The campaign won us a Bronze at the 9th Indian Digital Awards for ‘Best Use of Facebook’.
| Platform | |||
|---|---|---|---|
| Reach | 6,81,39,100 | 23,84,211 | - |
| Engagements | 9,95,236 | 1,70,092 | - |
| Impressions | - | 21,45,603 | 14,31,000 |
