Vero Moda, the brand that showcases contemporary wardrobe pieces striving to take fashion a level higher with each collection, took its second edition of Vero Moda Marquee on a digital-first journey. This limited edition capsule collection was designed and ideated by Bollywood diva Kangana Ranaut, which was an amalgamation of her personal style and comfort.
The collection consisted of five varied themes, each completely different from each other, following a broad color palette, heavy embroideries and embellishments and yet being extremely wearable.
Vero Moda’s main motive was to drive sales and reach out to a larger audience by launching their very own e-commerce website. The launch had to be such that it creates immediate buzz on social media and to give its audience real-time updates from the launch accompanied by a sneak peek into the collection.
Social platforms like Snapchat and Instagram were used to create a prelaunch buzz in the form of capsule content i.e. stop-motion videos, GIFs, and real-time audience coverage. To create some thrill about the collection, the brand used ‘Coming Soon’ as their main mode of communication with the colors of the Marquee logo.
WATConsult created 15-seconder teaser videos using slow-motion, stop motion and other creative graphics. An audience reaction was captured which showcased their excitement behind the collection and celebrity in question.
On Snapchat, Vero Moda did a countdown commencing from five days prior to the launch by posting different creative imagery and videos until the launch day. On twitter and Instagram, just before the launch began, Kangana Ranaut took over Vero Moda’s Twitter handle, interacted with followers of the brand and gave them styling tip.
On the day of the launch, the brand executed a 24-hour roadblock on Yahoo! to get maximum traction back to the website. It was a masthead innovation which had video integration along with campaign looks. Stylized looks and ensembles were created for the online audience. Fashion inspirations from the runway were re-created in the form of Facebook updates.
Every update had the direct link to the e – commerce website directing users to that particular product on the website. With every collection being launched, the website integrated a banner of that particular collection in the Marquee section with a ‘Shop Now’ tab. Features like Facebook Carousels and GIFs were used to bring out the versatility in the collection. Apart from that, they collaborated with renowned bloggers and influencers to further expand their reach with the use of exclusive blogs about the collection. To take the Brand further, a series of ad units were executed on Google, Affinity and InMobile which further amplified the campaign and drove sales.
The brand’s first ever DVC was launched followed by contests like #QueenOfStyle and interactive videos like the Rapid Fire and the elaborated in – store look book videos.
The brand received over 1 lac unique visitors contributing to 15% of the overall sales for this capsule collection by Kangana Ranaut. During the launch day, the brand received over 1 lac views on the DVC, 5000+ followers on Instagram and 1500 Interactions on Twitter in less than 6 hours.
Vero Moda Marquee product shots which were shot exclusive for Instagram contributed to the colossal increase in our Instagram followers over the span of October to December. In December, Vero Moda reached 1 lac followers on Instagram with the creative use of imagery from the collection and drove sales.
In the whole span of the campaign, the brand reached up to 4 lac accounts on platforms like Facebook, Twitter and Instagram gained an engagement of 22% leading to Vero Moda Marquee by Kangana Ranaut being one of the most successful campaigns of 2015.