To raise awareness for FabAlley, make it stand out in the crowd, create affinity and saliency in the cluttered, trend-driven, discount-led fashion e-commerce world.
EXECUTION:An act that was a first for our country, for the fashion category and in the landscape of Indian pop-culture – a naked stand-up featuring renowned comedienne RadhikaVaz, delivering a powerful monologue against the societal judgments on her body & clothes.
Interacting with users on a real-time basis on all social media platforms, we responded to every positive or negative comment and even got RadhikaVaz to take over the FabAlley Twitter handle to engage and face-off with our audience with her trademark wit.
We released 4 additional videos to keep up the momentum of the campaign, including a Manifesto video #UnfollowManifestoalong with a website makeover and a mobile optimized site, keeping in mind the browsing habits of our target audience.
- all organic visits for Unfollow videos: 300k+
- both trended Nationally in India on 15th Jan: #Unfollow, #beanunfollower
- visitors turned users: 34.465%
- Tremendous buzz & earned mediacovered on: MTV, NDTV, Elle, afaqs, Daily Bhaskar, BestMediaInfo, PopXO, MOM, iDiva, Men’s XP, Hello TV, FashionUnited, Linkis, india.com, IBN Live and CampaignIndia
- growth in brand community: 60%
- growth in user engagement across social media platforms: 46%
- new users: 105773
