Digital Brand Activation Strategy for Dressberry

Digital Brand Activation Strategy for Dressberry

By: Dhruv Malik, Indian Institute of Mass Communication

(Advertising & Public Relations)

Based on the insight that women like to take selfies after trying on new clothes the following activation was suggested:

1.      Hybrid Brand Activation

Dressberry to have tie ups with stores like Shopper’s Stop and Lifestyle in Delhi/NCR where installation of digital machines will take place, just next to the area where Dressberry clothing line will be displayed.

The Digital Machine will comprise of three main sections

•      Sensor

•      Wide Screen with navigation buttons

•      In built camera

Customers can avoid using the changing rooms and use the machine to see how it looks on them, the navigation buttons can be used to take a view from all angles.Once satisfied, the users are also given an option to post these pictures on their social media accounts- Facebook, Twitter, Instagram. A check in facility is also provided by simply logging in .Every image that is uploaded on social media will be carrying the hashtag #DRESSBERRY

2.      Search Engine Optimization:

A.     Widgets:

1.      Dressberry will buy space from the famous fashion bloggers to insert their widgets there and also upload the same in their own website

2.      This widget will be linked to most of the digital machines launched in Delhi/NCR

3.      Every time a customer uploads their picture via the machine to any of their social media accounts, the widget will pick the post up and show in the widget

4.      This will increase the awareness and also bring more and more people in terms with the presence of a unique experience

B.      Blogs:

1.      Blogs will be created on Blogger and Tumblr and also use Myntra’s corporate blog

2.      These will be regularly updated with fashion tips, latest trends and stories about the famous designers keeping in mind relevant keywords

3.      Attitude and self confidence- the two areas on which the brand is dependent will be dealt with in detail

3.      Supporting Strategies:

      A.     Instagram

1.  People at large will be asked to upload a 15 second video stating their what they think of      the  digital machines launched on Instagram. The users will then be asked to get more and more  people to like their video
2.  The video which gets the maximum likes will be used to promote the digital machines in I    India by Dressberry along with brand ambassador- Kangana Ranaut

  B.      Twitter and Google+

1. In partnership with Google India we will be organizing a Google Shoppable Hangout along        with Kangana Ranaut
2. The users need to in 140 characters on Twitter explain why should they be a part of this exclusive hangout session with relevant hashtags
3. The entries which get the maximum retweets win a chance to have a one on one conversation with Kangana via Google Hangout
4.  Winners will be able to shop meanwhile she talks about Dressberry in detail and tells you all about the right combinations and also her style statement
5.  Here, she will also talk about the Dressberry Mirror which would have already been out by then

   C.      Facebook

1.  On Facebook, we will run a contest in order to increase awareness about Dressberry
2.  We will mark one day every month as ‘Your Day’ wherein all users will have to click a selfie and upload it on the Facebook page with a one liner which explains the picture
3.  The picture with maximum likes becomes the theme of our next advertisement on social media as well as the press
4.  Also, we will give out discount coupons and vouchers to further excite users to participate