How W for Woman Created Unusual Social Buzz on Women’s Day
International Women’s Day is a worldwide phenomenon to salute the spirit of women and their unmatched contribution to our society. While every second brand wanted to hop on to this day, W for Woman rolled out #UnusualsWomen campaign to celebrate this special day in an unusual way.
The campaign flashes the spotlight on the women who have experimented, and craved out a niche space in their respective industry domains. The campaign features these extraordinary women who have made a mark and earned the status of being the #UnusualsWomen amongst us.
Thorough research work was done to spot 10 known-unknown faces with remarkable deeds, the list raises a toast to such #UnusualsWomen namely;
- Aparna Vedapuri Singh
- Ishita Malviya
- Arunima Sinha
- Anoushka Lewis aka Nush Lewis
- Urvashi Patole
The campaign kicked off with a teaser contest to incite curiosity. In addition to seeking active participation of the targeted audience, we asked our audience to guess the name of one unusual woman who could have made it to our list:
The #UnusualsWomen contest received enthusiastic participation from men and women alike, and touched 400 mark in the first two hours of its roll out. The participants were, then, asked to keep a tap on the brand page as W gradually revealed the names of two #UnusualsWomen every day.
The strategy worked successfully resulting in creating 37 lac impressions and reaching out to 1,20,000 people in the span of seven days.
The average engagement rate across the platforms shot up to 5% organically; and a subtle paid push at the later stages gave it a mileage of 6-7%.
In addition to the quantitative aspect of the #UnusualsWomen, the campaign managed to create positive sentiments from the women who were featured in this campaign, as well as positive word of mouth from the fans.
The social media buzz that the campaign has garnered is 4X to the spent, however, the value proposition is definitely beyond measurements.
About the Brand: W is committed to creating fashion with passion for the modern Indian woman. W offers fashion leadership in the segment through a signature ‘Fusion’ design language which reflects an Indian essence imbued with modernity. Innovation as a value is embraced and cherished by the brand and lies at the heart of every W creation.
W innovates and leads the evolving fashion needs of the contemporary Indian woman by offering her a wardrobe solution for her different moods. Since inception W has stayed true to its promise of providing “fashion with functionality”