Brand- Buskin Robbins

Big Idea- Online to office

Theme: Connect – Listen- Share

Connect- at work with your colleagueListen- to him/her over a BR scoopShare – stories of your lighter moment @ BR with your colleague at social media platforms

Campaign Concept TG Media Channel Objective

#IoT-

Icecream of Things

Twisted version of the Internet of things . Here it will be called Icecream of things. Where people will be able to connect with each other over casual chitter chatter at buskin Robins during office hours.

Promoted campaign: Asking TG to share their IoT moments where they discuss rocket science to rickshawala @ BR –Kind of a confession corner.

Male – IT pro and Developers mainly

Facebook and twitter

Increase top of the mind recall. Establish the brand BR as a common hang out joint.

Campaign Concept TG Media Channel

Objective

#ClickOrLick

Click- Stands for working on computers Lick- Licking stands for, licking from a ice cream scoop.

How it will work – User generated content creation will be the main motive to get selfies as entires with funny tag lines.

Both ( 20 – 27)

PinterestFacebookTwitter

To increase the habit of walking inside BR stores during break times.

Campaign Concept TG Media Channel

Objective

#GupShupScoopShoop

How it will work- Original content by the brand page- talking about moments filled with fun and frolic during office hours @ BR, i.e from a bad ppt to missed sales target whatever it is walking inside BR to lighten up your mood.

Both ( 20 – 30)

Primary platform - Facebook

Giving BR a CCD kind of hang out place image

Campaign Concept TG Media Channel Objective

#TimeToDisconnect

Original content by the brand page.Appeal: Emotional. Messages that are soulful and can connect with the all the age groups.

Vines would be one of the main communication platform.

ALL Primary- Facebook

Secondary – Twitter ( as we will ask people to use the hashtag)

Youtube- a introducing video for the same.

Vine- sharp, emotional 6 seconds video gallery.

Core message would be we socialize on FB , yammer, twitter, office parties but we miss out on connecting with the person seating right next to my desk due to deadlines. Connect with your colleagues beyond work!

To give the brand sound feel Good factor.

Campaign Concept TG Media Channel

Objective

#MyMiniBreak

3 Youtube videos- Stating how men from three different age group sneaking out of office and indulging into BR.

A young 21-22 guy working in a big city away from his town, has too many financial commitments to meet, missing home made sweets, hence came down to BR to indulge.

A man 28 something just broke off with his 6 year old girl friend – as they say men don’t cry, just to soothe himself and to be able to concentrate better at work, he indulges into BR.

A man 38 something opens his dabba during lunch, finds all healthy salad for lunch packed by his wife, feels sad, drops into next door Br outlet and indulges into BR.

All Standard Social Media Platforms-

Let yourself indulge into yummy ice creams , as we all deserve to pamper ourselves.

Campaign Concept TG Media Channel

Objective

#IkilledDeadlineDemon

Share your crazy deadline stories with us. Every day one luck winner gets certain gratification. Hence every time you meet a deadline FB, Tweet us using the hash tag #IKilledDeadlineDemon .

Both( 20 –

30)

Facebook and twitter only

Every time you meet a deadline, you need to pat on your shoulder and treat yourself. Hence walk in to next door BR and indulge.

Campaign Concept TG Media Channel

Objective

#iSCreamQueen

It will be a promoted campaign targeted to towards the mentioned TG.

How it will work:They call you drama queen, nautanki blah blah! Ignore them all come out in your true blue flamboyant avatar with your lovelies (female colleagues).

It will be a fun app – where TG will be asked to upload their BR hang out photos. With each photo The iScream meter app will give a rating. The highest rated pictures wins some gratification.

Female( 20 – 27)

Facebook, twitter

To establish BR as a brand where females come together sit , do gossip, laugh and then head back to home after a hard day at work.

Brand- Jack and JonesAgency- Wat Consult

Campaign- The campaign was christened Black Valentine It was more of a ‘protest against the existing norms in the social media space’- as selling products on the theme of love during Valentines day.

The TG was niche:.

1. Males with an affinity for class and style.2. Males who were unaffected by social pressures and were

‘Single By Choice’.

Big Idea:‘I am single and I am bloody proud of it!’

Platform: -Facebook, twitter, whatsapp, BBM

High Lights

•A black Valentine Gallery on Facebook, cross promoted on twitter.

•Witty content with high level of share ability

•#BlackValentine

•App

Result

4743 visits to the App that led to downloads of 1681 Facebook Cover Photos, 781 Facebook Display Pictures, 249 Twitter Header Images, 193 Twitter Backgrounds, 202 WhatsApp & 481 BBM Display Pictures, making it a grand total of 3587 downloads.

Way forward

An extension to this (next year) should be Black Valentine meets on 14th Feb  across Jack & Jones stores in the country marking a celebration with all things guys love to do- Football, Drinks & Food! This also goes bang on with the brand’s philosophy of its consumers coming together and having a good time.

Pros Exploring new audience for

the brand Relating with the TG better Creativity with some gutsy

move Bringing new TG who had a

latent need closer to the brand

Increased brand Engagement

Cons Alienating main stream

audience Creating a negative

perception in the mind of the general TG.

Ignoring females ( although it’s a men’s clothing brand)- they are the secondary TG as in Indian house hold a lot of shopping is done by the females.

Trying to target a niche audience which is so less in number on a occasion of valentines day when the sale really picks up – does not sound like a tactful decision

Way forward ( My inputs)

#dateontherun- as men love foot ball, drinking etc, the possible option could be a fun interacting on ground activity at the stores with their partners which involves a lot of games / treasure hunt, later on uploading those videos on Youtube could have been an option.

Thank You