FBB's #DropThePants helped create 80% growth in sales

Brand

FBB

Agency

Social Kinnect

Urging their audience to #DropThePants this summer, FBB (Fashion at Big Bazaar) inaugurated the celebration of the first edition of #WorldShortsDay on April 23.

Objective

Popularizing the adoption of shorts to deal with the heat, and get cooler, FBB collaborated with comedian Vir Das for the inception of #WorldShortsDay, an initiative that would serve as the brand’s IP and drive sales of their summer collection of shorts at FBB stores.

Execution

The campaign was kickstarted with a video from comedian Vir Das announcing the #DropThePants challenge on #WorldShortsDay on April 23rd. Leveraging Influencer Marketing on social media, the brand popularized the #DropThePants challenge on #WorldShortsDay.

The winners of the challenge stood a chance to win tickets to Goa.

#DropThePants challenge involved social media users to show their love for shorts through videos and images on social media in order to participate, and registering themselves on the website .

Even the CEO and Founder, Future Group, Kishore Biyani joined the celebrations with a casual look, urging his employees to join the #DropThePants challenge and embrace the casual look with shorts.

Participants from across the country chimed in with their entries in the form of videos and pictures for the #DropThePants challenge on #WorldShortsDay.

Results

As people from all over the country participated in the activity, FBB witnessed more than 3.5 lac registrations, and over 3000 entries for the challenge.

The campaign Reach peaked at 6.5 million through multiple social media posts and successfully generated store walk ins, helping the brand drive sales of 1.5 lac Shorts in one week.

The sale of shorts achieved an 80% growth in Sales due to the campaign, reflecting phenomenal effect on sales for the brand.