Brandlogist spots ‘ambassador next door’ for Peperone

12 Jun,2013

By A Correspondent

 

Brandlogist Communications recently helped Delhi-based ladies handbag brand – Peperone – cut through the clutter and talk to today’s girl. Building on Peperone’s positioning of ‘A brand for real girls’, Brandlogist used social media with a clever integration of offline and online media to get people involved. A campaign that ran for 45 days, focused on promoting the brand on social platforms.

 

The idea was to create Peperone as a brand for real girls. “It’s not a bag advertised by a celebrity who is being paid to endorse it but girls should be buying it because people in their friend circle talk about it. To do this we used social media with a clever integration of offline to get people involved. A campaign to select six girls for Peperone’s yearly look-book was launched. But unlike most ‘model hunt’ kind of campaigns, the focus was not on a contest but we actually went offline & identified real influencers in the college community who would connect with the brand,” Saurabh Parmar, CEO, Brandlogist Communications explained.

 

“The clear insight was that today’s girl doesn’t only connect with a Kareena or a Deepika; they could also connect to an Arundhati Roy, a Kiran Bedi or even a Tina Fey. The idea was to identify and engage the different character sketches which a girl could connect with & these girls with their own unique sense of style are being chosen as our brand ambassadors,” said Roma Joshi, Brand Manager, Peperone.

 

In the case of Peperone, while the brand has been in the market for years, this was the first actual conversation it was having with its TG, ever. So the onus was on the power of the first impression there with focus completely and purely on brand awareness. “We gained momentum with 1373 people talking about us at the peak of the campaign. The likes continue to increase with last count at above 23,500. All this in just a span of a month and a half,” said Mr Parmar.

 

Brandlogist’s approach included an integration of both offline and online activities:

 

Spotting the ‘ambassador next door’ – Launched a campaign to select 6 girls for Peperone’s yearly look-book but unlike most ‘model hunt’ kind of campaigns, the focus was not on a contest but they actually went offline & identified real influencers in the college community who would connect with the brand. Elaborating on this Roma Joshi the Brand Manager said “The clear insight was that today’s girl doesn’t only connect with a Kareena or a Deepika; they could also connect to an Arundhati Roy or a Kiran Bedi. The idea was to identify and engage the different character sketches which a girl could connect with & these girls with their own unique sense of style are being chosen as our brand ambassadors.

 

Conversation around Pepperone on Social Media - “We actually got bloggers to review the product without a blogger outreach campaign. How many times have you heard that happening for a previously unknown brand,” asks Mr Parmar of Brandlogist.

 

Marrying Campus outreach with Facebook - Along with the action on social, Brandlogist has integrated the campaign to the real world by going in campuses interacting with the target group, getting reviews and putting up posters in premier institutions prompting participation thereby driving traffic to the FB page.

 

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