Enticing Nextgen consumers to engage with a heritage brand
The Challenge
ZODIAC Clothing is a heritage premium menswear brand and has a strong equity with existing customers. However with the entry of several global and local players in the market, it has become imperative for the brand to connect with the next generation of consumers as well.
The Strategy
Social media seemed to be the ideal vehicle to take this challenge forward. The ZODIAC brand positioning is centered around the quality and design of their products and most people who explore their product range become converts to the brand. Hence, we believed that if we could get the youth interacting with ZODIAC products in an engaging manner, our objective would be fulfilled.
The Solution
The ZODIAC Style Quotient was born. We created a Facebook application that would allow users to mix and match various ZODIAC products to create a complete look which appeared as if it were on a mannequin. All the user had to do was drag and drop their selected ZODIAC item (such as shirts, trousers, suits, ties, cufflinks) onto a canvas and form their ideal ‘look’. To enable users to seamlessly change products as they created a style, we shot the entire collection in a standard format (for instance, if you did not like the shirt you initially selected, all you had to do was drag and drop another one to replace it). Once a user would submit their style, the application would automatically post this to the user’s Facebook profile encouraging their friends to rate their style and participate in the contest themselves, thus adding a social multiplier effect.
We launched this application with a UGC based contest which tested the consumer’s style quotient. Each week we gave users a different theme on the basis of which they had to create a style. The themes were selected keeping in mind key occasions where ZODIAC products are used. For instance “The Best Man” for weddings or “The Big Presentation” for work. In order to win, users had to invite their friends to vote on the style (thus organically adding growth to our community) and the winner for each week was selected based on the number of votes received and our judge’s opinion. The grand prize winner was awarded a ZODIAC wardrobe. In order to participate in this contest, users had to like the page thus organically increasing our community base as well.
Post the contest we continued to engage the community with conversations about luxury products, exotic destinations, fine vices etc. Thus, building premium associations and a relevant persona for the brand.
Tags: Application, Client, Clothing, Facebook App Development, Social Media Marketing, Twitter, Zodiac