Case Study: How Phoenix Marketcity Pune created robust brand-recall with a phygital approach

phygital marketing
OnamTrade2019

According to statistics, 87% retailers agree that an omnichannel marketing strategy is critical or to their success. With the ushering of screenage, making the consumers a part of your story through a multi-channel or a phygital marketing strategy to boost engagement and subsequently footfalls is pertinent.

Phoenix Marketcity Pune has been applying an omnichannel strategy through phygital marketing by marrying their on-ground strategy with digital efforts to reach out to maximum audiences.

Objective

To re-define retail in the digital era with the use of cross-platform communication with an aim to maximize engagement and RoI on their marketing efforts. Further, to create strong brand affinity and boost footfalls for tangible returns.

Execution

Phoenix Marketcity Pune initiated various campaigns focused on creating an engaged set of loyal audience through a well drafted media mix.

Phoenix Digital Diva, for instance brought Pune’s best fashion bloggers under one roof for a month long activity, creating quality buzz on social media as well as offline. 8 bloggers were shortlisted and each of them were given a theme according to which they would have to style themselves and a couple. At the end of 4 weeks, top 3 bloggers presented their stories in front of a jury panel.   

Picture 2

In the month long journey, each of these bloggers created noise amongst their followers; 20 in-mall brands were featured in the styling, giving consumers an opportunity to sample the product.

The brand initiated #BeardoOfPune, to leverage the rage that #NoShaveNovember is. For the unacquainted, #NoShaveNovember is an annual internet rage wherein the men grow their beard in solidarity with cancer patients who lose their hair.

As a part of the initiative, beardo consumers had to share three of their beardiest pictures with the brand on social media and stand a chance to be a part of the Beardo Pageant. The phygital activity spanned over 2 weeks and received over 1000 entries, creating the buzz alive across platforms. It concluded on November 30 with a beardo flash mob in the mall.

Extending the phygital thought, Phoenix Marketcity Pune executed an innovative advertising roadblock by getting 50 models and 20 photographers in the mall at the same time. They were given an opportunity to shoot their portfolio according to their allotted theme at the mall.

Through their portfolio, the consumers were given a glimpse of the product spread and how they can put together some amazing looks with them.

Results

Each of these initiatives helped the brand create quality engagement in a sea of noise created by retail brands every day. Additional, an omni-channel approach helps the brand create a strong recall.

Also Read:Swiggy Instagram Case Study: How the brand got 1.5L DMs in 10 days

In terms of numbers:

#PhoenixDigitalDiva

Impressions: 38,76,761

Campaign Reach: 29,74,380 (up to 3M)

Campaign Stories: 1055

Engagements: 73870

#BeardoOfPune

Online Registrations: 1083

Campaign Stories: 754

Campaign Reach: 346,711

#PortraitsOfPhoenix

Impressions: 700,223

Campaign Reach: 588,457

Hashtag Posts: 614

Engagements: 21,876

https://www.instagram.com/p/BvCg5gmnU-b/

Comments

OnamTrade2019