Brand
Baggit
As we’re aware, accessorizing our outfits is simply an embellishment to our look and catering to the call of fashion, Baggit has redefined its brand to become the ultimate provider of bags of various kinds.
Objective
Their primary aim was to engage with their audience and build interaction with them for their new SS collection.
Execution
To generate excitement for the offline event, the brand created pre-buzz on the digital media with their set of bloggers from Mumbai, where they shared their tweets using #PlayTheLifeGame.
The Baggit event, as soon as the bloggers entered the brand showcased their products and they were asked to hold on to the product throughout the event to experience it. The brand showcased the story behind their new SS collection! followed by that was a question-answer session with the bloggers where they were asked why they have chosen this product or if they would like to switch their bag with anyone else and why.
This led to blogger interaction and content sharing amongst themselves on Facebook, Twitter and Instagram and they also shared the blogs on their social media handles. The campaign also had influencers sharing their stories, re-tweeting brand’s tweets and bloggers posts.
Videos were produced in each city asking consumers about their favourite bag asking them how will they #PlayTheLifeGame. Bloggers also shared blogs on their pages and the brand picked up the same content for their social media.
The brand also ran a 2-day campaign asking users to guess the Bag (Crossbody, Messenger etc) and tag a friend who should own it and the reason why your friend should #PlayTheLifeGame. These were portrayed on the digital platform through a GIF format. The person with the maximum no. of entries stood chances to win exciting Baggit Goodies.
Results
The entire event was shown on Facebook Live which received 2.1k views. More than 185 users participated in the campaign and they collectively generated more than 2765 conversations.
The campaign delivered 5,531,042 impressions. Unique twitter accounts reached during this campaign were more than 2.8 Million.
With #PlayTheLifeGame, Baggit managed to popularize their new collection on social media.
http://www.slideshare.net/SocialSamosa/baggit
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