The coupon activity, on Facebook had question to the fans “Where do you think the next store is launching in Mumbai?” with three options. The ones who got the right answer could get a coupon with a code.

1. STORE LAUNCH SOCIAL MEDIA BUZZ
CASE
STUDY

2. Celio Store Launch
OVERVIEW
Objective
Need for social media buzz for the
store launch
Plan and Idea Flow
How we created Social Media buzz out
of the store launch
Facebook
Twitter
Benefits of the campaign
Learnings and Insights

3. OBJECTIVE
* TO CREATE BUZZ ABOUT THE STORE LAUNCH
* TO INCREASE INTERACTIONS ON ALL THE PLATFORMS
WHERE BRAND IS ACTIVE
* TO BRING ABOUT AN INCREASE IN SALES AND
BRAND AWARENESS ON THE PAGE

4. Need for Social
Media buzz for the
store launch
Totally 29 stores all over India
The 30th store was launched at
Linking road, Bandra
The location happens to be one
of the top shopping destinations in
Mumbai
One of the ways to promote the
same, to reach out to target
audience via Social Media
Platforms

5. Plan and Ideas Flow
The Thought : Its all about Living it BIG,
living it in Style.. Living it the Celio*
Way.
The Result : Campaign Logo Identity,
Campaign Strategy, Planning and Ideas.

6. A New Identity is borne..
“Live Life
the
Celio
Way”

7. How we created
Social Media buzz out
of the store launch?
E-mailers sent out to active
fans

8. LAUNCHED A STORE AT BANDRA
SOCIAL MEDIA BUZZ CREATED FOR THE LAUNCH
Celio Coupon Activity Live Life the Celio Way Contest
Live Social Media Coverage

9. Live Life the Celio Way : Campaign
Timeline
Phase III : Launch
Buzz, Conceptualizing
Phase I : Coupon Phase II : Live Life the In Store Social Media
Activity Celio Way Contest Integration and Live
Social Media
Coverage

10. Polls, Picture Updates,
Contest Communication

11. Celio Coupon Activity & Live Life
the Celio Way Contest
The Coupon Activity
received an amazing
response wherein every 1
our of 4 fans registered
themselves.
We also received a lot of
queries for Celio* store
addresses leading to
walk-ins and footfalls.

12. We received over 65 entries on less
than a week for Live Live the Celio
Way contest.

13. Standies at
the store
Winner of the Live Life the Celio Way
with the celebrity guest Ritiesh
Deshmukh

14. CELIO* Voucher Communication-
crisp, shareable, eye-catching.

15. Live Life the CELIO* Way
Contest Communication

16. 92 Followers in less than
3 weeks…Over 150+
tweets.
Celebrity MissMalini
tweeted and created a
viral PR loop about the
event…

18. The VIRAL PR Story : Celio Store Launch
Popular Celebrity
MissMalini picks up
the launch story hours
after the Store
Launch….

19. BENEFITS OF CAMPAIGN
Celio Coverage at over 13
Portals Online
The Result?

20. Social Media Coverage and
Print Integration
Post Live life the CELIO*
way on Facebook &
Print Standee Foursquare
Design at the
Store.

21. LEARNINGS AND INSIGHTS
 Fans are responsive to sampling, contests, celebrity status gratification.
 Weekends receive the highest level of interaction for Celio*
 Bigger contests require more time in terms of receiving fan response and
entry.
 For Celio* our learnings are that we should not go to thin on social media
platforms but now focus more towards blogging, evangelist networking,
offline meet-ups and Facebook brand page & twitter support.
 Though Celio* is a Men’s fashion brand, women TG are equally keen on
participation, buying ( gifting) and sharing fashion tips and opinions.
 High tech integration like live broadcasting need special attention,
arrangement and planning and should ideally be done independently. i.e.
– Amir Khan web cam chat for 3 Idiots.
 In future, we will be heavily dependent on content at large so we should
focus on content syndication with fashion evangelists via engaging meet
ups, online contests and creating a niche subset club which is sustainable.
 In future we should also look at owning properties like iPad apps, games,
etc.

22. THANK YOU