Trinetra Focus, the digital arm of Focus, has won the digital and social media duties for Samsonite and Lavie, manufacturers of travel and fashion bags. Innovations form the core of the campaign. The focus of the mandate is to take conversations on the social media platform to the next level by ensuring continuous engagement and interactions with the target audience through novel campaigns.
Highlighting the core objective of the mandate, Upendra Welingkar, Group President, Focus Circle Brands said, “Social media plays a pivotal role in ensuring continuous brand engagement, especially for the fashion and retail segment. Recent Facebook statistics suggests that among the next generation of consumers, 96 per cent are using social media. Many of these also claim that their purchase decisions are influenced by the information gleaned on these platforms. Making it integral for brands like Samsonite and Lavie to be present on these platforms.”
EP Suresh Menon, Chief Executive Officer, Samsonite South Asia added here, “For us, the key challenge as far as our social media platform is concerned was engaging with the audience on a continuous basis. We have realised that channelising our energies effectively on the social media would enable us to come closer to the customer and in the long run assist us in achieving our business objectives. We were looking at agencies that could provide us with ideal balance of engagement and impact. With their futuristic approach and in-depth understanding of the target audience Focus has been able to capture that effectively.”
Speaking on the mandate, Saumik Barua, Vice President, Trinetra Focus highlighted, “For B2C brands like Samsonite and Lavie, audiences tend to create a perception on the basis of their online interactions and engagements. Our prime objective is to create content and applications that position the brand to reach the masses, who would either purchase the product or inadvertedly share the brands ethos.”
The key responsibilities of Trinetra Focus involve online reputation management, SEO consultation and amplifying social presence. In the second phase, Trinetra Focus will establish the concept of social shopping, wherein they will integrate iframe, a shopping tab on the website, to the Facebook page, allowing users to shop directly from the platform.
The initiatives undertaken will be aimed towards driving the customers towards e-commerce platform.
Our typical marketing budget is usually 10 per cent of the topline spend