Mera Birthday, Meri Christmas Campaign

Objectives:

To celebrate the label’s ‘Hero’ shopping moment centred around Salman Khan’s birthday on a grander scale than ever before. Significantly, a major highlight was to introduce “the first-ever Christmas sale” of Being Human Clothing titled ‘Mera Birthday, Meri Christmas.’ This was aimed at driving engagement, increasing sales, and enhancing brand visibility leading up to and including the 4-day promotional period from December 24 -27, 2023 (December 28, 2023: online only).

Segment:

Conscious fashion.

Focus:

Spotlighting the “first-ever Christmas sale” of the label.

Scope of work for case study:

Duration: 4 days, December 24 -27, 2023 ( December 28: online only), to create a
sense of urgency and exclusivity. Discount Offer: 50% off + an additional 10% discount as a Christmas bonus + 5% Magic Pin Coupon. Target Audience: Existing Being Human Clothing customers, Salman Khan fans, probable customers, Christmas shoppers, and hype shoppers.

Campaign Communication Channels:

• Campaign Creatives and Communication.
• Celebrity Promotions & Bigg Boss announcements.
• Social Media Platforms (Instagram, Facebook, Twitter).
• Influencer Collaborations & Meme Marketing.
• WhatsApp Messages & Email Newsletters to subscribers.
• In-satire Promotion for local customers & Website Promotion for online shoppers.
• PR planning

Results:

• Collaborated with the Being Human team to plan and conceptualise the “Salman Khan’s Birthday Sale” campaign.
• Incorporated Christmas Day as part of the sale period to extend the event to a 4-day grand celebration.
• Conceptualised creatives and the mood board for Salman Khan’s shoot, aligning with the campaign theme and ethos of the brand.
• Developed a comprehensive campaign launch plan to maximise brand reach and engagement.
• Conducted influencer seeding, engaging over 130 influencers and 50 celebrities to promote the campaign.
• Curated personalised gift hampers for each celebrity participant, accompanied by a thoughtful note to enhance brand affinity.
• Crafted WhatsApp messages for promotional purposes, ensuring direct engagement with the target audience.
• Managed the posting of influencer reels on the Being Human page, optimising content for maximum visibility and impact.
• Created captivating captions to accompany campaign visuals, effectively conveying the brand message and driving audience participation.
• Execution and coordination of Awez Darbar’s reel and stories.
• Overseeing fan pages & their content.

Highlights of our work:

• Potential Reach: Leveraging a multi-channel approach and influencer collaborations, the campaign achieved an estimated potential reach of over 326 million+, maximising exposure and engagement.
• Budget Management: With a budget allocation of 30 lakhs, meticulous planning and efficient resource utilisation, it enabled us to execute the campaign within estimated expenses of 22.6 lakhs, resulting in significant cost savings of approximately 7.4 lakhs.
• Enhanced Engagement and Sales: The strategic deployment of campaign elements, including exclusive discounts, celebrity promotions, and engaging content, drove heightened engagement and sales during the 4-day promotional period, surpassing initial performance targets and objectives.
• Increased Brand Visibility: The integrated approach across various communication channels, coupled with celebrity endorsements and influencer collaborations, elevated Being Human Clothing’s brand visibility and awareness, solidifying its position as a leading ethical fashion brand in the market.
• Positive Customer Response: The campaign resonated immensely with the target audience, including existing customers, Salman Khan fans, Christmas shoppers, and hype shoppers, resulting in enhanced brand loyalty and customer satisfaction.
• Media Coverage and Public Relations: Strategic PR planning and media outreach efforts garnered extensive coverage and positive publicity for the campaign, further amplifying its impact and reach among key stakeholders and industry influencers.

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