LBi Mumbai

TATA Venture targets the Bade Dilwala

Posted by LBi India March 27th, 2012

Brief

TATA Venture is one of the fastest growing MPV’s in the market. However, consumers aren’t aware of the brand positioning. Thus, the challenge was to communicate the brand message ‘Bade Dilwalon Ki Gaadi’ to the consumers.

Challenge

To attract TATA Venture consumers + auto enthusiasts that are already present on Facebook to engage with the brand

Solution

We believed that if we could get the youth interacting with TATA Venture in an engaging manner, our objective would be fulfilled.

Results

• 20,030 New Likes within 1 month of launch (with only Facebook Ad support)
• 9,360 Facebook tab visitors
• 763 unique visitors on the application
• Total Number of valid albums uploaded: 60
• Total Number of individual photos submitted: 172
• 38.41% of all users returned to the application
• Average time spent on the app: 7 minutes 9 seconds

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Tags: Client, Facebook, Facebook application, interaction, photo-sharing, Social Media Marketing, TATA Motors, TATA Venture

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Ibiza Calling: Building associations with the global party scene

Posted by LBi India March 24th, 2011

The Challenge

ZOD! Club Wear created the Club Wear category in Indian clothing with a unique positioning. Their primary target is young males, and women as influencers. Given the audience profile, social media was a natural progression for the brand in the digital space. November-December is the peak party season in India and we were given a carte blanche to leverage this in the best way possible.

The Strategy

With several new local and international players vying for our audience’s attention, we felt it was time to take the Club Wear positioning to the next level. The youth today have a global view and aspire to emulate the lifestyle of their western peers. Based on this insight, we decided to build associations with the global club scene and position the brand as an enabler to experience it. Our goal was to create buzz and grow the community with a campaign based on this premise.

The Solution

An online ‘reality’ contest – Ibiza Calling! A chance to win an all-expense paid couples’ trip to the nightlife capital of the world.

The call for entries

To participate, users were asked to go clubbing in their respective cities, capture videos and pictures of them having the time of their life, and share them with us on Facebook. Interesting entries were drip fed to our community to gauge their responses and eventually 6 were shortlisted.

We used Twitter to reach out to influential personalities such as DJ’s, socialites and music channels and were re-tweeted by some of them thus creating awareness amongst their large and relevant follower base in addition to building an association for the brand with these personalities.

We also built up Ibiza as a destination on our Facebook page, sharing interesting content nuggets such as music videos which featured Ibiza and showcased the best nightclubs with engaging videos such as foam parties, thus creating excitement about the contest amongst our community.

War of the cities

We eventually shortlisted 1 entry each from 6 major cities – Mumbai, Pune, Bengaluru, Kolkata, New Delhi and Goa (Our key markets).

These entries were then put up for voting by the community. We brought in DJ Asad and model Asif (our Brand Ambassador) as judges, thus adding to the glamour quotient.

The entire voting phase was positioned as a war of the cities and not just individuals, thus garnering more interest from the community. In addition the contestants too did all that they could to ensure their friends voted for them, thus organically building up our community.

Finally, amidst a lot of fanfare and suspense, the winner was announced.

Tags: Client, Contest, Facebook, Social Media Marketing, Twitter

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Enticing Nextgen consumers to engage with a heritage brand

Posted by LBi India February 12th, 2011

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

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