Learn How Killer Jeans Used Digital Marketing to Take Over the Jeans Industry. Check Out Killer Jeans Fantastic Digital Marketing Strategy.

1. Vinika Shah
Trishla Lakhani

2. Overview
Brand Introduction
Competitive Analysis
Survey Observation
Campaign Idea
Execution
ORM Suggestions
Ads
Media Plan

3. Introduction
• Parent Company: Kewal Kiran Clothing Limited
The company is exposed to global standards in quality, technology,
marketing and branding
• 1989: The company introduced “Killer” the first international denim
brand in India
• Tagline- What’s your cut?
• Brands under KKCL company

4. Brand
• 343 total operational stores under KKCL
• Killer jeans own a total of 74 stores across Tier 1 , Tier 2 & Tier 3
cities
• Brand contributes around 53% of total company sales
• It also claims a volume market share of 25% in the denim
category
• The company makes 2.25 lakh pair of jeans every month
• Brand positioning – “Denim with an attitude.”

5. Brand Strengths
• Strong brand presence with chains like Shoppers Stop, Central,
Lifestyle and their exclusive brand outlets
• Diversification into other product line like Killer Tees, innerwear,
footwear, eyewear etc., making it a complete lifestyle brand
• Exporting denim wear to Middle East, USA, Africa, South-East Asia
since 1994
• Self-procurement and manufacturing facilities has been a great
strength for the brand
• Lower price range as compared to the competitors

6. Target Audience
DEMOGRAPHICS
Age: 16 - 30 years
Class- Upper middle and middle
class
Income: 1 lakh & above
Occupation : Student & Working
professionals
PYSCHOGRAPHICS
Fashion conscious and trend followers
Loves to go out on the weekend and
hangout with friends
Likes to party

7. Brand Marketing Mix
Brand Marketing budget for the
year 2018 was around 22cr out
of which digital media was
given priority

8. The Number Crunch
142k 3.8k
492
7.3k

9. Facebook
Brand Tonality
- Vibrant colours & bold
fonts are used
- Current communication
on the page – Killer
“This Is Us.” “Together
As One.”

10. Instagram
Grids are used more as
compared to stand alone
creatives.

11. Twitter
On twitter same
communication pattern
is continued

12. YouTube
Videos seem to be a powerful medium of
communication for the brand
- End of season sale announcement
videos
- Campaign teasers
- Campaign launch videos
- Videos of events that are sponsored
by the brand

13. Website
 Look book
 Campaigns
 Events
 Blogs

14. Ecommerce Store

15. Online Stores

16. Blogs

17. Brand Visibility
• Currently the brand is
investing money on search
engine marketing
• Brand ranks on a particular
search result

18. SEO OBSERVATION
Levis ranks on using a
random keyword.
Amazon seems to be
promoting competitor brand
instead of killer jeans

19. ORM Observations
Be it on the blogs, social media sites or third party
websites, the brand is not responsive or interactive

20. Competitive
Analysis

21. Segment. Target Group. Positioning.
• Segment: Upper class and Upper
Middle Class
• Target group: People who want a
blend of style and Comfort. People
age between 16-45
• Positioning: Outgoing and stylish
• Brand USP: Oldest jean brand, yet
modern in it’s style and fit
• Segment: Men and women loving
denims and western comfortable
clothing
• Target group: Young men and
women from the urban areas
• Positioning: With Culture
• Brand USP: The brand is known for
its denim apparels especially jeans

22. Brand Facts
• Strong Brand Name and popular top-
of-the-mind brand
• Distribution Channels and Global
Outsourcing
• Finance and Access to International
Capital
• Has over 470 self operated stores
globally managed by 16000+ employees
• Over 60 and 25 manufacturing plants in
US and abroad respectively
• They own a mobile application of their
own
• The company is an Indian denim brand
and hence has an Indian mass appeal.
• The company has strict code of conduct
and quality with almost negligible
attrition rate.
• The company has an in-house
processing
• SPYKAR is available at over 450 MBOs
across the country

23. The Number Crunch
Facebook 25,896,913 437,563
Instagram 5.4 million 58.7K
YouTube 2,72,463 Subscribers 8414 Subscribers

24. Survey Observation
• People nowadays prefer competitive
brands like Levi’s and Lee over Killer
Jeans
• They still prefer to buy jeans from an
offline store as quality check matters to
them and denim fitting attracts them the
most
• Denims that they wear have a strong
impact on the personality that they wish
to portray

25. Customer Pain
points
• Brand communication seems to be more
one way
• Less of brand awareness as compared
to its competitors
• Less of connect with the youth that the
brand is targeting on

26. Here’s a
solution to it

27. Campaign Insight
• Killer jeans has always been tapping on concepts like “This is
Us” and “Together as one”
• The brand has always believed in connecting with the youth
communicating a strong message to them
• Currently looking at the situation and the elections
approaching this year, our campaign would encourage the
youth in standing up against the odds happening in the
Indian society and supporting what is right and best in
everyone’s favor

28. Concept Note
Political parties in power have made undue promises to
millennia's.
Out of which some of the promises have been fulfilled and some
not. This campaign would purely focus on highlighting the things
that have been promised and fulfilled.
It would also bring to notice expectations that the masses have
from the new government that would come in power.

29. Campaign Objective
• To promote the brand’s identity as “rebellious”
• To generate more awareness about the brand leading to sales
• To generate concept making the brand talk of the town
• To make a strong connection with the target audience leading to a two way
communication
Campaign Duration
• March 1st week to April last week ; approx. 50 days

30. Campaign Hashtag
The word “Killer” is used as it is the
identity of the brand and masses would be
able to connect better with the brand
(keeping in mind the goodwill it carries)
“Filler” for all those promises that have
been fulfilled; filler for the gaps that need
to be filled in order to make India a better
country

31. Campaign Brief
Campaign would be divided in 3 phases
Phase 1 Phase 2 Phase 3

32. Phase 1
This phase would be highlighting the
killer promises that have been fulfilled by
the government in the past 10 years.
Medium: This phase would be launched
by posting creatives across all social media
platforms like Facebook, Instagram,
Twitter, Pinterest, blogs
Duration: 8 Days

33. Phase 2
This phase would have more of on-ground activations in
terms of street plays, flash mobs and skits. The street plays
would show the topics such as the changes and
developments taken place in that city in last 10 years when
xyz party was in power.
These activities will take place in malls, airports, railway
stations and movie theatres
The end of this phase would trigger the launch of the third
phase i.e., the #KillerFillerChallenge
Medium: Live videos on all social media platforms,
coverage of the same on news channels, regional or local
news channels depending on the city
Duration: 20 Cities, 20 Days

34. Phase 3
This phase would focus on promoting the
#KillerFillerChallenge which will be a viral
challenge taken up by the youth of the nation from
different fields showcasing the expectations of the
masses and directing it to the nominated election
candidates
Medium: Social Media Platforms ( majorly twitter
polls) , YouTube Ads and testimonial videos, OOH,
Ambient Advertising, Newspaper Advertorials,
Quora Questions
Duration: 15 Days

35. Phase 4
This phase would focus on lightning
the mood of the campaign by getting
in renowned influencer. It would also
softly promote the products that the
brand is offering.
Medium: Social Media Platforms,
YouTube Video Content
Duration: 6 Days

36. WHOM ARE
WE
TARGETING?

37. BUYER PERSONA – College Going Tier 1
city
Name – Vibhika Gala
Age: 20 years old
Views: Modern
Education: Perusing Engineering
Residence: Thane
Lifestyle: Active , loves to watch movies, loves to chill
with friends on the weekend, she loves to wear
clothes that are trendy, she strongly believes that her
clothes define her personality

38. BUYER PERSONA – Working Professional
Name – Sahil Shah
Age: 29 years old
Views: Modern & Practical
Martial Status: Married
Work Profile: Architect
Income: 25 lakhs & above
Lifestyle: Active , loves to watch movies, loves to
chill with friends on the weekend, loves to
wear clothes that are trendy, likes to stand
against something that is wrong.

39. Buyer Persona - Tier 2 city
Name- Jinal Mehta
Age: 35 years old
Views: Modern & Practical
Martial Status: Married
Work Profile: Teacher
Income: 12 lakhs
Lifestyle: Active , loves to watch movies and see videos
on YouTube, loves to keep her self updated with
current happenings in the nation, loves to wear clothes
that are trendy and traditional with a touch of comfort
in them, likes to stand against something that is wrong
and preach what is right.

40. Location Targeting
Tier 1 Cities
• Bangalore
• Chennai
• Delhi
• Mumbai
• Hyderabad
• Kolkata
• Pune
Tier 2 Cities
• Agra
• Lucknow
• Jaipur
• Chandigarh
• Nagpur
• Ahmedabad
• Dehradun
Tier 3 Cities
• Madurai
• Coimbatore
• Meerut
• Solapur

41. How would we
Communicate to
the Masses?

42. SEO – Keyword Suggestion for the brand
To create more awareness about the
brand as mentioned earlier, the brand
does not rank for random keywords,
therefore these keywords are
suggested for the brand to rank and
create awareness leading to more
sales.

43. SEO Keyword suggestion during the
campaign

44. Meta Tags for promoting Phase 3
Take the #KillerFillerChallenge |Pledge for a better tomorrow
http://killerjeans.com/#KillerFiller
Have you taken the #KillerFillerChallenge yet? It is your time to speak
and rebel now

45. Backlinks
7 things to keep in mind while voting this year
https://www.buzzfeed.com/buzz/7-things-for-voting-2019/
5 best things happened in our country in the past 10 years
https://in.mashable.com/socialgood/5-good-things-10-years/

46. Blogs
• Topic 1 – Killer hits and misses
during Congress and Modi Sarkar
• ( This blog would contain the
highlights of development happen
in India during the rule of congress
and BJP government)
Phase 1
• Topic 1 – Mumbai then and now
• ( This blog would highlight the
growth of Mumbai in last 10 years )
• This phase would have multiple
blogs depending on the cities
Phase 2

47. Blogs
Phase 3
Topic 1-
Killer
expectations that
the masses have
from future
government
Topic 2-
It’s the right time
to use your
citizenship –
#KillerFillerChall
enge
Topic 3 –
The masses raise
their voice
#KillerFillerChall
enge

48. Email Marketing
Shooting emails to existing database & the database that would be collected
from the #KillerFillerChallenge
Aim behind using this medium is to;
- Direct links to YouTube videos and blog articles maximizing its reach
- Increasing the website traffic
- Considering the opinions of the mass
- Building a strong connection with the target
- Pushing coupon code or introductory offer
Subject Line – Have you taken up your #KillerFillerChallenge yet?

49. Landing Page

50. Social Media Post
Phase 1

51. Phase 2
Teaser Before the
video is launch
Capturing street
play/ video live on
social media

52. Phase 3 – Social Media Post

53. Twitter Polls & Quizzes
Q. Mention 3 qualities
you would your killer
leader to have?
Q. What would be
your
#KillerFillerChallenge
to the government?

54. Video Content
Following would be the script of the video;
- Video would start with a person asking the following;
1. Are you aware of the brand killer jeans?
2. How exited are you about the upcoming elections 2019?
3. What would be your #KillerFillerChallenge to the
government?
- Once these questions are answered the video would end
by saying an initative by KILLER JEANS

55. Quora Questions
1. What are your killer thoughts
for a better India?
2. Who according to you would be
a #KillerFiller Prime Minister of
India?
3. What according to you a killer
filler prime minister should do?

56. OFFLINE MARKETING

57. HD Video Standee
- This standee would be place in malls,
Railway stations, Movie theatres,
Airports
- What would be your Killer Filler
Challenge to the government?
- This standee would collect the
responses of people along with their
email ids
- Content would be regional depending
on the city it is placed in

58. Hoarding

59. Depending on the
profession of the person
content on the hoarding
will change.
Language of the
hoarding will change
depending on the
location it is placed in.

61. Newspaper Advertorials
• Newspaper Advertorials would
help promote the campaign better
• It would mainly include views of
the mass in form of small
testimonials
Title: My #KillerFillerChallenge to
the government would be…

62. Phase 4- Influencer
Facebook - 303,846
Instagram – 1M
YouTube- 3.2m
Deliverables;
Instagram Stories & Post
Video Content- Thoughts an individual gets before voting
Types of people we see in the voting line
Budget- 1.5 Lakh

63. Video Content- 1
Tittle - Thoughts an individual gets before voting
- The video would start with Prajakta thinking to deck
up as she is going to vote her favourite candidate
- While she is getting ready the camera would zoom
in on her as she removes a pair of killer jeans & a
tee from her cupboard
- Then she would be shown sitting in front of the
mirror thinking about various things before
stepping out

64. Video Content- 2
Tittle - Types of people we see in the
voting line
- The video would start with Prajakta
wearing brand clothes & Accessories
- While she is standing in line she
would mention 5 different personality
of people she encountered in the line

65. Third Party Sitcom Tie Ups
Shitty Ideas Trending
While the couple Is sitting in the
room chilling either of the partner
can mention about the trending
campaign and submit their views via
social media or email

66. Ads on Social Media During Phase 1

67. Ads on Social Media Phase 3
Display Ads

68. Segmentation

69. Remarketing Ads On Third Party Websites

70. ORM
SUGGESTIONS
• Response from the brand side is zero.
Following are our suggestions to improve the
ORM of the brand
- Complaints received for the default in the
product
“We are sorry for the inconvenience caused to
you by us. We request you to DM us your email
address and phone number for our team to get
in touch with you and resolve the issue.”

71. MEDIA
HOW MUCH
BUDGETS WOULD
WE BE
ALLOCATING?