The Challenge

Indian Fashion Awards sponsored by Rajnigandha Pearls in partnership with Team Talent Factory were held in February 2020 to celebrate the talent behind the fashion show. 

This initiative was being taken for the first time in India to recognise creativity and innovation in fashion celebrating exceptional individuals whose imagination and creativity have broken new ground in fashion. The brands and businesses that have made a significant contribution to the fashion community in the past year in India and the amazing artists who curate fashion shows and make them look as glamorous as they look were also part of this show.

Since it was being hosted for the very first time in India, IFA wanted us to create a buzz to make this the most awaited fashion event of the year so that people could know and appreciate the efforts of the people who work day and night to make the Indian fashion fraternity reach new heights.

The Solution

With a very limited time of 1 month in our hands to make this event a big hit, We decided to strategize our efforts towards marketing the pre-event in the below manner-

  • The event was supposed to take place in DLF mall Saket, offline branding was done around the mall including standee, hoardings, flyer etc and a booth was set up at the entrance for people to take pictures and post them on social media by tagging IFA and in return we offered them early bird discount on the tickets.
  • Social Profiles along with event details on cover photo and book now CTA was created. Behind the scene sneak peaks helped keep the heartbeat of the followers pumping.
  • Special guests like Maneka Gandhi, Rahul Dev, Vagais Pathak, Ravikant Jaipuria, Laxmi Rana, Rocky Star , Tarun Tilhani, Manish Malhotra, JJ Valaya, Sahil kochar, Pooja bhasin, Vahbiz Mehta, Aashna Shroff, Kusha Kapila, Anu Ahujha, Rashmi Virmani, Shahnaz Husain, Rohit Bal, Chitrangda Singh, Neeta lulla, Candice Pinto, Ambika Pillai, Gaurav Gupta, Leena Singh, Lubna Adams, Gautam Kalra, and more were also revealed on the weekends one by one by posting video bytes on their views about India’s fashion community as well as how the event will contribute towards generating more recognition and empowerment for the fraternity.
  • We also started posting countdowns to the event in order to create FOMO amongst the audience. Discount codes were shared to the followers on snapchat and VIP passes were given to the contest winners of the Fashion quiz. 15 seconds video was shared to thank all followers and invite them to the event.
  • Red carpet moments were created and shared on instagram by posting short clips on interviews of the nominees.
  • Street Interviews with questions related to what fashion meant to them were conducted around the venue to create more on ground visibility as well as hype.
  • Our post-event strategy was ready and we had shared thank you emails to all the participants of the event and Sent them the event page, and highlights from the event and fashion industry trends.
  • Post-event we continued sharing the bytes from fashion experts, media coverage information on the page as well as the fashion industry highlights to keep the audience engaged on social media and build a loyal audience for the next event.
The Solution
The Result

We saw an amazing impact on social media and website traffic:

  • Facebook Followers increased by 71%
  • Page engagement increased by 43X
  • 500 tickets were sold from the Facebook page.
  • Website traffic improved by 25% via emails.

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