Presentation detailing how to increase online presence of a lifestyle brand.

1.  To create an online presence of the brand
WILLS LIFESTYLE.
 To reach out to the customers online, and enhance the
online experience of present and prospective
customers of the brand.
 Create a digital connect with the customers.

2.  Higher class.
 Upper Middle class.
 Middle class.
 Age gap – 18 to 40 years.
 Students and working youngsters.

3.  Facebook
 Strong user base of 840 million members.
 Visual medium allowing easy sharing & tagging of photos &
videos.
 User-friendly interface making it easier to share & receive
ideas.
 Twitter
 A user base of 140 million members, mostly young &
working.
 Users range from celebrities to the common man.
 Guarantees instant response after creation of any brand-
related content.
 Pinterest, Flickr
 For releasing the photo streams of the products & of models
wearing the brand’s creations at events like the brand’s own
Wills Lifestyle India Fashion Week.

4.  Visual platform with millions of users. Hence, lot of
scope for the brand to regularly upload photos of new
collections and share it with the users.
 Styles and fashions tend to change with seasons.
Hence, create different albums for different seasons
and upload photos of seasonal collections.
 This will be perceived by the consumers as complete
style solutions for all seasons provided by the brand.
 Hold regular interactive polls asking members/users
what they love to wear. Everyone likes an interactive
brand.
e.g. “Summer is here. What colour will you be wearing
this summer?”

5.  Post links that take users to a site where the photos of
Wills Lifestyle creations can be viewed in 360
degrees, allowing users to have a ‘complete viewing
experience.’
 Upload photos of how various ‘looks’ can be matched
up with different accessories.
 Upload behind-the-scenes videos of photo shoots.
 Wills Lifestyle sponsors the India Fashion Week.
Upload videos from WLIFW events.
 The brand can shoot trailers for upcoming WLIFW
events, which will excite the users and make them
want more.
 Upload videos containing montage of interviews of
celebrities that have attended past WLIFW events.
 Upload videos of models sashaying down the ramp in
Wills Lifestyle clothing.

6.  Conduct feedback interviews of customers in Wills
Lifestyle showrooms across the country. Upload these
videos on Facebook.
 If the person interviewed is the member of the
Facebook page, tag the member in the video. As
member is tagged, video will be visible to other friends
of the members.
 Organise small competitions regularly, in which the
winners win certain Wills Lifestyle stuff either for free
or at a discount.
e.g. Competition in which the customer is asked to
design a look using WL’s creations. Best look is
featured on the brand’s website as well as on Facebook.

7.  Now-a-days, sales made by a brand’s outlet in terms of
sales/sq. ft. have gained importance.
 Select some of the grandest WL showrooms from
across the country, and upload photos of these
stores, giving customers a peek into the detailing of
the retail spaces. Contrary to the proverb, people do
judge a book by its cover.
 Advertise Club ITC and its privileges on this page.
 Add a feature of scoring points. In this, customers
need to invite a certain number of their friends to this
page to win a certain number of points, which could be
then encashed in the nearest WL store.
 Upload images of ITC’s luxury hotels and their elegant
suites. Allow users to experience luxury online.

8.  Post links to articles in newspaper dailies or magazines
that have featured interviews of WL officials or
designers associated with the brand and WLIFW.
 Keep users informed about the CSR initiatives
undertaken by the brand.
 Let the users feel that they are part of a brand that is
effecting change not only in their lives, but also those
of the underprivileged.

9.  Twitter has a younger user base, as compared to
Facebook.
 Keep tweeting links to photos of WL creations, and
also WL’s videos.
 Hashtags are an important component of Twitter.
 Create relevant hashtag to get the Twitterverse talking
about the brand. Keep tweeting information using this
hashtag, to make it as one of the top trends.
e.g. Tweet fashions tips using hashtags #lifestyletips or
#WLTips

10.  Unlike Facebook, Twitter accepts .gif files for the display
pictures. Keep updating with different GIFs. These could be
a collage of models wearing WL creations, or only the
creations sans any models. On a timeline consisting of
static images, the normal eye would instantly go to a
dynamic and colourful display picture.
 During any WLIFW event, keep live tweeting about the
event. This will keep the fans, who couldn’t attend the
show, hooked on to the page.
 Live tweets should consist of text + related photos.
 During the WLIFW event, let hashtags like #wlifw or #ifw
trend.
 Tweet links to articles in newspaper dailies or magazines
that have featured interviews of WL officials or designers
associated with the brand and WLIFW.

11.  When a particular designer is showcasing his/her
creations on the ramp, add the designer’s Twitter
handle in the tweets. The designer will retweet the
tweets and photos of his/her creations, making them
visible to his/her followers.
 Ensure that every question asked by any ‘follower’ of
the brand does not go unnoticed and is gracefully and
promptly responded to.
 Take special care to avoid any online wars with any of
the clientele. Avoid causing an ‘Ayesha Takia vs
Kingfisher’ type of inconvenience. Real or Virtual,
Image is Everything!
 When looking to increase user base, eyeballs are
necessary. The more, the merrier. Tweets, retweets,
adding celebrity Twitter handles ensure the same.

12.  INSTAGRAM is one of the most popular photo-
sharing sites.
 Upload and edit photos on this site.
 Instagram provides great editing features that gives
excellent quality images.
 The recent acquisition of Instagram by Facebook can
be used to the brand’s advantage.
 PINTEREST is another popular photo sharing site
which allows users to ‘pin’ images & videos of their
interest.
 Create an account on this site and ‘pin’ interesting
pictures and videos of WL creations.

13.  POLYVORE is a globally popular site which lets users
mix and match outfits, allowing them to create their
own style collage.
 Release creations and styles on the site, and post links
to these on Facebook and Twitter.
 Set up exclusive WL kiosks in major retail chains
across the country.
 The kiosks should advertise WL creations and help in
focusing the shopping activities of customers by
asking them specific questions about their needs and
directing them to the appropriate look.
 Develop a special mobile app that lets users know
about WL on their smartphones, on the go. The app
can feature details about WL creations and also
provide regular alerts about sales and discounts.

14. ...AND THAT WOULE BE ALL !!
THANK YOU