Categories Name : SPECIAL AWARDS

Sub-Category : Best Integrated Media Campaign - Corporate

Entry Name (Campaign) : Look Good, Do Good - Garment Exchange Programme

Results

In order to drive sales, Raymond used a unique connection of “Look Good, Do Good” which drives the objective of making people socially responsible by donating their clothes to NGO that strived in driving no human left unclothed. GEP is done offline every year. Due to COVID19 restrictions, digital was on the surge. We harped upon the KPMG report which showed that there is a massive rise in time spent on digital. This number was 85% higher on video, 72% higher on google search, 59% higher on social, and 47% higher on amazon shopping. So we decided to do a digital-led campaign where offline media like print, radio, BTL & TV played their roles as support mediums – making it a truly integrated media strategy for the brand. To generate high reach & impact, we kicked off the campaign on OTT, by using video edits of 30/20/10 secs across Hotstar, SonyLiv (Ind vs SL match) along with print which helped drive trade, Inshorts premium property to get maximum visibility within 48 hours & l-bands on tv (live cricket). Since we had multiple audience cohorts, we chose director mix platform, which enabled us to deliver tailored-made videos for these audiences to get high CTR & VTR. Simultaneously, radio helped us boost walk-ins & participation. Through amazon DSP, social, google, we targeted specific in-market audiences, with tailored creatives. In the end, we generated 2.5x garment exchanges. Despite COVID19 restriction, we overachieved footfall than target. A whopping 3x business was generated than target.