India Fashion Week, which kicks off today and ends on March 30, 2014 will see all visitors provided a complimentary RFID wristband through which they can automatically share the event in realtime with family and friends on Facebook and Twitter. The objective of the campaign, said Karan Kumar, GM – Marketing,Lifestyle Retailing Business, ITC, was to add to the online buzz around the event.
Explaining the strategy behind the initiative, Kumar said, “The audience at fashion week is only a small percentage of all audiences who are interested in the event. At this year’s India Fashion Week, we’ll be actively present on five digital and social marketing platforms— Facebook, Twitter, Google Hangouts, RFID zones on location, and our website. In addition to all platforms, sharing one common hash tag—#WIFW, we have also integrated our campaigns to link into each other.” To give an example, the automated Facebook posts informing friends of the event, will carry a Google Hangout link, also allowing them to tune-in and stream the event live.
Wills Lifestyle partnered with Madison PR for campaign planning and execution and TaggLabs for technology implementation. The company has also created a dedicated team to study the posts made via the RFID tags, the number of people who viewed them, engaged with them and interacted with the Wills Lifestyle Facebook Page, Twitter account and the website through them.
“To determine the ROI, we’ll then take the final numbers and compare our results with what we would have otherwise paid for the same reach, engagement and clicks to website via social or digital marketing ads. We’ll be valuing the buzz more from a PR point of view, rather than an advertising perspective, as all branded content will be created by individuals attending the event and not the brand itself,” said Kumar.
Wills Lifestyle also seems to be looking at digital and social media as a focus area for the year. Though Kumar did not reveal numbers, he said that spends on these mediums would be at least five times more compared to last year. “Digital and social media marketing spends have traditionally been a relatively small part of the overall marketing spend,” said Kumar. However, commenting on the expected rise in digital budgets, he added, “This obviously demonstrates our commitment to this critical and powerful dimension of marketing which is of strategic importance to our brand.”