A remarkable campaign #StylePlay leverages the strong presence of Lifestyle on social channels merging it with mainstream brand communication, thus creating a consumer connect unlike ever before.
Advancing with the baton of Lifestyle’s youthful and vibrant brand positioning, #StylePlay embraces key traits that define the generation of today: ‘Individualism’ and ‘ Affinity to Social Media’. Fusing social media elements with fashion, the campaign highlights key trends of the season with a hashtag (#) such as #NeonPop, #Lace, #Tropical.
This communication is maintained constant across all channels, both online and offline thus driving high consumer recall. The 360° campaign will break across print, outdoor, digital, radio and TV. 3 distinct TVC on #StylePlay will be launched in mid-April across major TV Channels.
Commenting on this campaign,Kabir Lumba, Managing Director – Lifestyle International Pvt said,” Our marketing efforts are shaped by our desire to be always contemporary, stylish and relevant to our customers. Our latest campaign embraces the affinity of our customers to social media & their distinct fashion sense. #StylePlay urges customers to express individualism, a key trait of the youth of today, through fashion”.
The campaign’s ideation and development is based on in-depth recent market research and focus group interactions with customers across cities. Studies revealed interesting insights on how customers style their clothes and how they prefer to wear them.
One finding was that consumers today prefer to recreate different looks with the same pieces of garments thereby expressing their individuality and fashion sense. Hence, while a black dress worn with moccasins and a coat is a perfect work day companion, the same dress worn with towering heels and blingy accessories also is perfect to go for a dinner party.
As a crucial part of the campaign, Lifestyle will tap into social media and digital platforms to engage consumers, social influencers and bloggers with contests and activations, leading into conversations around the #trends. Lifestyle has a strong social presence of 4.3+ million Facebook fans and 16000+ Twitter followers with good engagement .