The Client’s Objective
The Bestseller Group, comprised of international fashion retail giants Vero Moda, Jack n Jones and ONLY, were keen to launch these
brands into the Indian Retail Market. A powerful launch campaign was needed to drive brand acceleration and sustain recall.
In addition to their conventional media initiatives, they were interested in creating an engaging social media presence, with
targeted brand enforcement messaging to their primary audience – upper middle class youth.
Startup Media focused on two primary insights for the campaign.
Almost all of the target market was active on social media, and significant chuck of their activity involved sharing
pictures, usually of themselves.
Our target audience’s fashion purchasing decisions were governed by a cherished awareness of their own particular
‘sense of style’.
We devised a campaign inviting young people on social media to submit pictures of themselves, that they felt represented their sense
of style and fashion, to win a contest with everything from merch to makeovers up for grabs.
Exclusive mobile apps were created for each brand, driving brand recall instantly to first screens.
Within just 3 days, we had more than 7600 genuine entries.
The campaign generated measurable awareness for each brand, with lasting engagement on social media, painting a much larger dot for
the Bestseller Group on the fashion retail landscape.
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