Execution is challenging because the launch had multiple revelation stages, slowly unfolding the collection. And considering the millennials’ rapidly dropping attention span, it was crucial for us to come up with unique and creative ways to keep the audience engaged.
The pre-launch was heavily focussed on a referral program. We incentivised people into participating by offering exclusive access to the collection and placing an order, only if they followed the rules. This whole gamification helped us reach a new set of relevant audience.
During the launch, we carved out a plan to leverage Radhika’s followers and convert them into our customers. To make this more impactful, we collaborated with a lot of influencers to reach a wider audience. As a lot of influential people were talking about our collection and genuinely loving it, our social validation increased and eventually got us more loyal customers.