Often times when brands enter cluttered and complicated markets such as India, they do not have large budgets in the first year or 2 of operations. And therefore the social web is a great way to build awareness and demand. At Cloud9 Media we created a campaign 'Officially Casual' for Lerros Germany

1. Officially Casual
Taking Brand
To The Next Level of Customer Engagement
Social Media Campaign Review
March – May 2010

2. SITUATION
Europe’s leading premium casual wear brand enters India in 2008
Established in 1983, LERROS is considered amongst the premium casual wear apparel players.
LERROS is also represented in Belgium, Ireland, Finland, Canada, Hungary, Spain, Russia,
Austria, Netherlands, Sweden among many others.
Reality – Indian Market
1.Cluttered
2.Dominated by well established players such as Levis, Lee, Wrangler etc
3.High Price Points
4.TG 25 -45 M/F
SOLUTION
Social media campaign guided by a blog based network, this was created to help showcase
The complete Lerros Range along with pictures and videos.
A multi-media campaign helps capture and retain the attention of the consumer.

3. CREATIVITY
Officially Casual
A social media campaign dedicated to promoting Lerros Casual Wear amongst
The Youth and young at heart.
Creating Buzz and Customer Engagement using Facebook, Ning and Twitter

4. A Social Network – Officially Casual was created for Lerros to promote its range
Via Blogs, Pictures, Videos and User activations

5. THE BLOG POWER! The way to influencing fashion buys is by providing valuable
Guidance on use, style and functionality of the product!
And sharing it with Friends!!
on the Officially Casual social network!
5 New Style and Products are showcased every week on the Network, Facebook and Twitter

6. Style Showcase on Facebook – All blog posts, new styles and collection (Spring Summer)
Was showcased on Facebook Via Updates
Viral Reach> +200,000 Consumers (via ~ 1000+ Brand Buddies on FB)

7. Users sharing
Women’s Wear
tips on Facebook

8. User Activation I – Lerros Style o Meter Facebook
Photo contest
Users uploaded pictures
capturing their
‘Officially
Casual’ style
And were rated by other users
on
Lerros Style o Meter
Winners Won
Lerros Gift Hampers

9. THE NETWORKING EFFECT
User Interaction
Customer Feedback
Live Votes and Comments
All on FACEBOOK DAILY

10. User Interaction II - Taking the Offline Ground Event to Create an ONLINE BUZZ
Cosmopolitan Event promotion at Lerros Fanpage

11. Fans Sharing Their Fun Moments With Lerros
Fans uploaded their pictures wearing Lerros Branded Apparels
LERROS MOMENT

12. Keeping Fans Engaged III– HUNT FOR THE BIGGEST LERROS FAN
Users Rating
Lerros
Collection &
Styles

13. Keeping Fans Engaged III– HUNT FOR THE BIGGEST LERROS FAN
And the
winners
are….!

14. 1st Oct 09 - 1st March
2010
1stMarch – 31st
May
1 Increase In Fans 103 1026
2
Average Monthly
Inc.
18 Fans 256.5 Fans
3 Viral Reach 68800 225800
4
Current Daily Reach
For Lerros in India
225,800 People
5 Post Quality 3 7
6 Total Interactions 11 472
7
Interactions per
post
0.16 4.31
8 Like Votes 6 221
9 Page Views 1219 4999
10 Comments 5 232
11 Posts 13 98
User Activity Analysis & Comparison
* Source Facebook Page Analytics Report
October 2009 –
March 1st 2010:
Lerros on Facebook
was managed
internally by the
Lerros team.
Cloud9 Media
began the Social
Media Campaign on
1st March 2010
12th week review
Cloud9 has
delivered more than
a 75%
increase in all
Consumer
acquisition &
Engagement
parameters

15. Insights – 12th Week Review
Increase in In Interactions per post by 96%
Increase in Posts by 88%
Increase in Interactions by
98%
2%
98%
Total Interactions
Interaction Oct to
Mar
Interactions March
to May
4%
96%
Interactions Per Post
Interactions/post
Oct - Mar
Interactions/post
Mar - Jun
12%
88%
Total Posts
Posts Oct - Mar
Posts Mar - Jun

16. Insights – 12th Week Review
5 Comments in 6 Months
232 Comments in 12 Weeks
Increase in Post Quality
From an average of 3 to 7
Increase in user recommendations
By 97%
0 50 100 150 200 250
Comments Oct - Mar
Comments Mar - Jun
Total Comments
0
1
2
3
4
5
6
7
8
Post Quality Oct - Mar Post Quality Mar - Jun
Post Quality
3%
97%
Total Likes
Like Votes Oct - Mar
Like Votes Mar - Jun

17. Insights – 12th Week Review
5%
95%
Total Fans
Total Fans Oct - Mar
Total Fans Mar - Jun
20%
80%
Total Page Views
Page Views Oct to Mar
Page Views March to
Jun
Increase in Total Page Views by 80%
Increase in Total number of Fans
By 95%

18. Cloud9 connects Lerros to
Over 2 Lakh people daily
And 40 Lakh people every month.
On every update 3 people respond on an average
That is a viral brand mention reach of over 8 Lakh people per update!
Cloud 9 gets Lerros over 17 Lakh brand mentions and viral reach every month
Which amounts to Facebook Advertising Value of over
3.8 Crores and
Editorial Value of Over 38 Crores via consumer recommendations
Synopsis - ROI

19. Cloud 9 Media is a Social Media Conversations & Commerce Company,
• we enable brands communicate with their target audiences
• creating, managing and leveraging social media
• Social tools such as Facebook, Twitter, Blogs, Linked in and others.
• Cloud 9 brings an audience centric approach in communications.
• We combine Creative Excellence, Strong Process approach, and
Innovative Technology to deliver Communication Results.
Cloud 9 Media is an enterprise of DIGIQOM SOLUTIONS, an integrated brand
communications consultancy head quartered in New Delhi, India. Digiqom
Solutions was founded in 2006 with the strategic intent of bridging the gap
between brands, and consumer through technology.
We are Cloud9 Media Cloud Media

20. Our Select Clients

21. Enabling you to influence consumer behavior in
World 2.0
Make
Consumers
Friends
Thank You
Nipun.k@digiqom.com