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While launching its Autumn Winter 13 collection, Madura Garments-owned Louis Philippe was keen on trying a new engagement platform. Digital was the obvious answer to the question vexing them. Thus was born the online dressing room that enabled consumers to experience the new collection. The company roped in digital agency Jack in the Box Worldwide for it.
A microsite was created for the campaign where details of the prizes, rules, leaderboard and other information were posted. Users could log on to the microsite using Facebook or Twitter and save their spot. Participants were given an opportunity to engage with the launch directly by styling actor Vidyut Jamval using the collection that was being launched. The entire interaction was streamed live. During the live streaming, users could tweet questions for Jamval, which he answered real time. Twitter was a large contributor to the engagement drive, creating conversations dominated by hashtags #DressingRoom and #PlayStylist. The campaign was promoted on the brand's Facebook page and Twitter account through various teaser posts.
Name of the brand: Louis Philippe
Agency: Jack in the Box Worldwide
Digital case: The Dressing Room
"The Dressing Room app gave a view of the new collection to its consumers through an interactive app that enabled them to mix and match a variety of clothes and come up with their very own ensemble," says Jacob John, brand head, Louis Philippe. "Add to that the fact that they could get to dress up a celebrity on the launch day through a live twitter interaction and the app was an instant hit," says John.
Even the prize offered on winning the contest has been well thought out. The four winners were offered a wardrobe with the Louis Philippe collection, thus turning them into brand ambassadors for life.
