Our Works
Kay The Fashion Bay
Rekindling the love for ethnic wear among the youngsters
Introduction
Located in the heart of Chennai on Cathedral Road, Kay - The Fashion Bay is one of the most sought-after fashion brands for women seeking exquisite bridal and festive Indian apparel. With a diverse range of clothing including designer lehengas, silk sarees, salwar suits, and gowns, Kay's attention to detail and high-quality fabric have made them a popular choice among fashion-forward women.
General Observation:
With confidence in the craft and delivery of our client, our objective was to enhance foot traffic and in-store visits, increase engagement across digital platforms, all while preserving the premium brand image.
With target group segmented as Brides, Women, Wedding Goers, Occasion/Festive Clothes Seekers and so on, the target locations were funnelled down to premium areas such as Alwarpet, Nungambakkam, Poes Garden, Anna Nagar, R.A.Puram, etc.
Interest group was further classified into Saree, Lehenga, Shoppers, Aspiring Fashion Designers, Wedding Planners, etc.
Campaigns Strategies
Here are some of the strategies and campaign ideas that were ideated.
Campaign 1: Utsav
Product Positioning
Other taglines included “Redefine Radiance” to describe the new collection.
The creative deliverables for this campaign includes static posts, video reels and static posters for stories which highlight the aesthetics of the collection.
Campaign 2: Royal Sale
Social Media Campaign
Kay launched an offer campaign offering up to 40% discount on their products, primarily targeting brides and bridesmaids during the wedding season.
The taglines were kept simple and to the point “Exquisite Clothing Collection in Kay, Cathedral Road” to initiate the royal sale. Through Facebook and Instagram, primary locations were targeted to motivate store walk-ins. Also, newspaper print ads were also designed to spread awareness about the live sale campaigns.
For this campaign, Influencer Marketing was also initiated to promote the campaign. A walkthrough video of an influencer was shot which highlighted the ongoing Royal Sale.
Campaign 3: Miraki
Influencer Marketing
Focusing on royalty and luxury, Miraki is another sub line of clothing collection after royal sale. The campaign’s tagline was “The regal collection” where a variety of jumpsuits, sarees, and lehengas with a modern albeit urban touch.
To showcase the premium designs, the collection's content was primarily displayed as Instagram reels, aimed at capturing the attention of a younger audience. Engaging posts featuring dynamic and static photoshoots in line with the brand's aesthetics were also presented on Instagram, eliciting a significant response from the intended audience.
Results:
Here are the results that followed as a result of this strategy.
- Over 52,19,828 people were reached in Chennai City.
- The links received over 17,000 clicks
- Clickthrough rate increased by 8%
- Website traffic increased by 70% through campaigns
- More than 2 lac people engaged with the brand and its activity
- Cost Per Lead (CPL) reduced by 200%
