Max Fashion - Empowering Women Through #YouAreSoBeautifull

Project Type

Integrated Marketing Communications

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Date

Feb'21-Mar'21

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Ask: 

Max Fashion, a leading fashion retailer, aimed to celebrate Women’s Day with a meaningful campaign that would resonate with their diverse audience. The #YouAreSoBeautifull initiative sought to empower women by promoting self-confidence and individuality. The primary objective was to amplify the campaign film’s reach, driving engagement and views while positioning Max Fashion as a brand that champions women’s empowerment. The campaign had a budget of INR 800,000.

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Action:

• Strategized a comprehensive IMC campaign that included on-launch and post-campaign press releases to maintain momentum and visibility.

• Partnered with UNIMO, a hyperlocal platform with a national presence, leveraging Facebook, Instagram, and WhatsApp for targeted promotion.

• Secured paid placements in leading digital publications and collaborated with youth-centric platforms like Tweak India and PopXO to engage a younger audience.

• Enhanced social media engagement through contests and giveaways on Miss Malini’s platform, utilizing their reach to further amplify the campaign.

• Focused heavily on social media amplification, ensuring the campaign film reached a wide audience and resonated with the target demographic.

• Developed a strategic approach that included selecting relevant publications and platforms, scheduling activities, curating content to align with publication styles, boosting SEO, and managing negotiations and deals to ensure effective delivery and performance.

 

Achievement:

The campaign achieved a 5x ROI, significantly increasing views for the campaign film and strengthening Max Fashion’s position as a brand that supports and empowers women.

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