#StyleMyLife Marie Claire India Launch Case Study

Challenge

Marie-Claire, a brand synonymous as one of the most authoritative fashion publication for women, but not known for their clothing line in India, was looking to make an entry with its clothing line for women. Globally, Marie Claire is established as itself as a go-to portal for substance, character and depth for women with a spot of view and a sense of humour, and they wanted to cater their clothing line to the same set of women. The brand went into an exclusive partnership with Myntra, India’s leading fashion portal, and wanted to create a awareness about the same.

Strategy

To execute this awareness campaign, we devised a campaign where we associated with social media influencers and turned them into brand advocates who drove social conversations and added to the velocity of brand awareness before it officially launched. The campaign was executed in two phases - pre-launch and post-launch. We decided to drive the pre-launch activity entirely on Instagram. So, we filtered and shortlisted three of the most influential lifestyle bloggers from the country and gave them exclusive merchandise from the brand. To drive conversations and build curiosity, we used the hashtags #FashionUp , #FreshenUp and #FrenchenUp, showcasing the photo stories of bloggers on how they liked to dress up with Marie Claire’s merchandise. These photo stories acted as social triggers and started conversations and curiosity among the Instagram audience. We wanted to keep up the momentum of conversations, hence, we engaged with five separate Instagram influencers who shared brand’s creatives on their respective pages and asked their audience to repost their posts using #MarieClaire, and by doing so standing a chance to win a shopping voucher. As part of launch leg, we sent out a box of assorted cupcakes inscribed with ‘Think Smart & Look Amazing’ description to the target media universe. This acted as another social trigger where these bloggers clicked and shared pictures of these cupcakes and their audiences drove more conversations around the brand. As part of the post-launch activity we associated with fashion YouTubers, influencers & bloggers

Execution

To execute the first leg of pre-launch phase we associate with three popular Instagram accounts like DforDelhi, LBB & MyHappinesz and devised three different theme campaigns for them, namely, #FreshenUp, #FashionUp  & #FrenchenUP. These bloggers posted the picture of the merchandise and asked their audience to use the hashtag and put the picture to win the same dress showcased in their social post. In order to further amplify the pre-buzz campaign, we collaborated with five more Instagram Influencer and had a regram campaign where they posted the brand’s creatives and asked their audience to regram the post. For the launch event we ditched the run of the mill emailer invites and instead sent QR code enabled personal invites. On scanning the code the receiver saw a personal message from the actress Neha Dhupia. For the event we invited more than 60 fashion bloggers using the hashtag #StyleMyLife. During the event these bloggers posted real-time bloggers adding to the larger share of voice #MarieClaire was attracting in the country. Post launch we collaborated with the seven niche fashion Bloggers/Youtubers to create Marie Claire’s haul video (a video where a consumer showcases the product purchased), lookbooks and a DIY videos on topics like - five ways to wear Marie Claire white french collar shirt etc.

Results

• 12 Million+ Impressions
• 10k+ engagements
• 500+ posts on Marie Claire
• 100+ Instagram Influencers engaged