The Digital Brand strategy is to communicate through a mix of education and entertainment driven content series & to be interactive and at the same time to extensively use - all the digital mediums to reach out maximum audience
2. Social Media and Business Objectives
• To engage with the followers on Twitter and increase
brand visibility
• To generate interaction and excitement about Stanley
Kane’s range of latest British fashion products
• To promote the ongoing offer of flat 45% off and divert
the traffic to the website
3. Key Insight
• A lot of people on Twitter participate in simple contests
• Simple yet useful gratifications excite people to
participate in such contests
• Contests give a lot of traffic to the page as well as attract
attention of other followers
• It gives more exposure to the brand via followers of the
participants
4. Challenges
• Reach out to fashion lovers & followers in an attracting
way
• To get maximum participation from the followers and also
increase the base of new followers
• To get maximum exposure to the brand Stanley Kane
5. Creative Idea
• The idea was to set a buzz about the recently launched
British fashion brand in India
• The users were given simple multiple choice questions
to choose from
• The questions were related to Stanley Kane as a fashion
brand
• The answers were posted along with Stanley Kane
product links to the website also promoting the ongoing
offer of flat 45% off
6. Execution – Contest Launch
• A series of 10 simple questions were asked related to
the brand and fashion in general
• The users had to reply with their preferred choice of
option
• Fans were asked to answer the questions with the
hashtgas #StanleyKaneIndia and #Rebelinme
• Questions related to Stanley Kane products were posted
after every 20 minutes
• Encouraging and interactive tweets were posted in the
interval gap between two questions
7. Results & Benefits to the Brand
• Awareness amongst the new followers about the brand
and its products
• Positive interaction from recent and existing followers
• Enthusiasm amongst the users about the new store
launch which also translated in building the user base
by retweets
• Number of followers increased from 85 to 257 in a span
of 4 hours
8. Results & Benefits to the Brand
•
More than 100 people participated in the contest on
Twitter making it interactive
• #StanleyKaneIndia was mentioned 2345 times and
trended on India trends at the fifth place for almost 2
hours
• #Rebelinme was mentioned 3672 times and trended on
India trends at the fourth place for 2 hours
• @Stanley_Kane was mentioned 3812 times during the
day
9. Results & Benefits to the Brand
• The contest was successful with total Interaction on
Twitter being 5087
• The total reach translated into a whooping number of
1273400 getting the brand more visibility on Twitter
• Brand products were displayed through the contest,
leading the users to the website and also promoting the
offer
25. Take Aways
• The brand reached many new people through the
contest noise
• A lot of people became familiar with Stanley Kane’s
products
• Good reviews and praises were expressed by users
about the brand
• The brand stood out highlighting the range of product
line, colours and the latest fashion eventually resulting to
conversions