Women for Right Support (Digital Activation & Social CRM initiative)
- SORELLA LINGERIE, INDONESIA
- Social Media Strategy, Digital Strategy, Concept, Creative Direction.
Introducing "Women for Right Support" by Sorella:
We created the unbranded campaign page entitled "Women for Right Support" and by doing this we avoided the brand name being a barrier to women "liking" it.
In the same instance we had also just created a page where the brand could continue conversing with women around the very strong topic of women's support, be it fashion advice, inspiration or even broader issues.
Generating awareness and traffic to our page:
With the statistic of 7 out of 10 women wearing the wrong bra size, we realised the best way to draw attention to our campaign was to highlight just how unsure women were about their actual bra size and if they were currently wearing the correct size? We ran 2 Video banners on popular portals & Facebook to generate curiosity amongst our audience and to drive traffic to our page. Within just 14 days we had acquired 10,000+ fans all curious to hear more.
Banner 1 - Call to action: "Do women really know their correct bra size? Find out here >"
Please click here to visit http://www.facebook.com/video/video.php?v=315789101778381 to see this video
Banner 2 - Call to action: ">"
Please click here to visit http://www.facebook.com/video/video.php?v=315791155111509 to see this video
Driving from online to on-ground activation:
Once on our Facebook page and happily interacting with the brand, we asked women to fill in a quick questionnaire about their bras.(shown above) and as a reward they received 2 vouchers via email (seen below) for use at our on-ground activation event. One voucher entitling them to a free fitting and a second to receive a lingerie door prize.
Driving from on-ground activation back to Social CRM on Facebook:
We arranged a photo booth at the "Right Support" Event (Seen above), and captured photos of our visitors. We then encouraged them to join "Women for Right Support" on Facebook to tag themselves and help spread the message of the importance of having the Right Support amongst their friends. The enthusiasm and uptake was brilliant adding an extra 1500+ fans to our page within a couple of days of the event.
