Friday 29 April 2016

[Campaign Story] How Spykar pranked its fans with its Jean-ius series?

Recently, right before the April Fool’s Day Spykar launched Jean-ius series to prank its fans that a product of their dreams truly exists and can be pre-ordered. To give originality to the whole idea an entire website www.jeanius.spykar.com which made customers all excited for a new product – only to fool them later.
SanjaySpeaking about the campaign exclusively with IndianMediaBook, Sanjay Vakharia, COO, Spykar Lifestyles said, “Spykar is a fashion denim brand which resonates well with the youth. Keeping in mind the audience, the brand thought of cracking up the fans with something exciting. With April fools’ around the corner, the brand decided to pull off a quirky prank with their customers. Hence, the idea of launching the ‘Jeanius’ series came up. The audiences were introduced to a range of never-been-seen before denims that have some unique and some really funky innovations.”
The campaign was conceptualized and executed by OdigMa Consultancy Solutions Private Limited and brief given to them that Spykar wanted to weave in a thought around the core product and play along.
Highlights
Spykar hoaxed the audiences about this new product boasting about its features including Pocket charging, Anti-Tear capabilities and Zip-up reminder.
A concept like this was never introduced in the denim industry before. Hence, this created a huge rage among users increasing their desire to buy an innovative product like this. The prank of the latest innovation also had a pre-order option to make it sound rather realistic.
The campaign received a total reach of over 4 lakhs, where 2000+ people pre-ordered their denims from the website.
Spykar5The execution
The campaign was executed in 2 phases – Pre-launch Teaser and Post-launch Moment of Truth. Considering the massive youth following of Spykar, the brand chose platforms where its audiences are likely to spend most of their time.
Spykar Lifestyles has its maximum fan share on Facebook. Hence, it was majorly a Facebook driven campaign, backed with posts on twitter and Instagram.
Promotional strategy
The Jeanius campaign was promoted across the social media platforms of Spykar – majorly Facebook, backed up by Twitter and Instagram. If words were not enough, Spykar had gone all the way to make the idea believable by designing visually attractive creatives and website for more validity.
To increase the curiosity of the audience, the brand put up images of the product highlighting every single feature of these futuristic denims and spread the word. This way the audience was left curious, leading to relatable and inquisitive communications through comments all day.
The outcome
Vakharia informed that the digital campaign was a success. Initially, the conversations on Facebook started as Spykar fans began tagging their friends who have always wanted something as unique as the Jean-ius. This later turned into a chain of comments and sharing on Facebook along with extensive word-of-mouth messaging.
“The key idea of the campaign was to troll the fans by offering them what they aspire for. By presenting this futuristic idea in a crisp and authentic manner, Spykar was successful in the process and results of this innovative campaign. This campaign aided the brand in connecting with its audience who are inquisitive, experimental, and ready to embrace unique offerings”, added Vakharia
The brand received a whopping reach of over 4 lakhs from their target cities in a single day. On the same day, Spykar received pre-orders from more than 2000 customers. In addition to this, the website received over 4000 visitors in less than a day’s time on 1st April 2016.
“Spykar believes in engaging their audience with activities, which resonate well with them.Humour, fun+ is what the youth enjoy…Hence we feel “The April Fool Campaign” was a good occasion based digital activation. Communication well received by our fans,” concluded Vakharia.