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Case Study: How Phoenix Marketcity Pune created robust brand-recall with a phygital approach

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According to statistics, 87% retailers agree that an omnichannel marketing strategy is critical or to their success. With the ushering of screenage, making the consumers a part of your story through a multi-channel or a phygital marketing strategy to boost engagement and subsequently footfalls is pertinent.

Phoenix Marketcity Pune has been applying an omnichannel strategy through phygital marketing by marrying their on-ground strategy with digital efforts to reach out to maximum audiences.

Objective

To re-define retail in the digital era with the use of cross-platform communication with an aim to maximize engagement and RoI on their marketing efforts. Further, to create strong brand affinity and boost footfalls for tangible returns.

Execution

Phoenix Marketcity Pune initiated various campaigns focused on creating an engaged set of loyal audience through a well drafted media mix.

Phoenix Digital Diva, for instance brought Pune’s best fashion bloggers under one roof for a month long activity, creating quality buzz on social media as well as offline. 8 bloggers were shortlisted and each of them were given a theme according to which they would have to style themselves and a couple. At the end of 4 weeks, top 3 bloggers presented their stories in front of a jury panel.   

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In the month long journey, each of these bloggers created noise amongst their followers; 20 in-mall brands were featured in the styling, giving consumers an opportunity to sample the product.

The brand initiated #BeardoOfPune, to leverage the rage that #NoShaveNovember is. For the unacquainted, #NoShaveNovember is an annual internet rage wherein the men grow their beard in solidarity with cancer patients who lose their hair.

As a part of the initiative, beardo consumers had to share three of their beardiest pictures with the brand on social media and stand a chance to be a part of the Beardo Pageant. The phygital activity spanned over 2 weeks and received over 1000 entries, creating the buzz alive across platforms. It concluded on November 30 with a beardo flash mob in the mall.

Extending the phygital thought, Phoenix Marketcity Pune executed an innovative advertising roadblock by getting 50 models and 20 photographers in the mall at the same time. They were given an opportunity to shoot their portfolio according to their allotted theme at the mall.

Through their portfolio, the consumers were given a glimpse of the product spread and how they can put together some amazing looks with them.

Results

Each of these initiatives helped the brand create quality engagement in a sea of noise created by retail brands every day. Additional, an omni-channel approach helps the brand create a strong recall.

Also Read:Swiggy Instagram Case Study: How the brand got 1.5L DMs in 10 days

In terms of numbers:

#PhoenixDigitalDiva

Impressions: 38,76,761

Campaign Reach: 29,74,380 (up to 3M)

Campaign Stories: 1055

Engagements: 73870

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#phoenixdigitaldiva @mom.chronicles The people of a country make the country. The people of India are vibrant, diverse and adaptive to the modern world. The Indian culture is an amalgamation of several cultures spanning across the country yet it maintains its own identity. The youth in India today have set foot in broad fields across the spectrum but still have deep roots and a sense of culture imbibed within them. Festivals are celebrated with same vigour like in the days of the old but with a modern twist, ancient tales are retold often so as to maintain core values. India today is a beautiful blend of the west with the east. Indian fashion is embraced wholeheartedly by the youth with a concoction of western influence. The young have taken career responsibilities early on, they have an Indian-ness instilled deeply and they love to let their hair down in due time. This is what I have tried to portray in my styling this week. Indian ethnicity with traces of western culture - my take on “India” today. Mixing rich Indian traditions with western aesthetics and modern flair.....Fusion India; My India; INDIA Photography - @shootwithsam Styling mentor - @preitybaney Make Up - @isas.pune Photography Mentor - @sameerbelvalkar Curated by - @inkanddrinkpune @pinarasgullicolada

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#BeardoOfPune

Online Registrations: 1083

Campaign Stories: 754

Campaign Reach: 346,711

#PortraitsOfPhoenix

Impressions: 700,223

Campaign Reach: 588,457

Hashtag Posts: 614

Engagements: 21,876

https://www.instagram.com/p/BvCg5gmnU-b/
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In Frame: @singhshwetaa Curated by : @exit.que Grooming by : @internationalbeautyschool Location: @phoenixmctypune Organised by : @goldenhourpictures.in Grpup: G .. #portraitsofphoenix .. #fashionista #splashfashions #portraits_universe #portraitmood #portraiture #portraits_ig #portraits #modelingagency #photographers_hub_india #phoenixmarketcity #portraits_hub #portraitstream #portraitmood #puneclickers #pune_igers #puneri_maaz #maharastra_ig #maharstra_clickers #maharashtra_igers #india_gram #indian_pixel_diary #indian_photography_hub_ #_coi #_rop #ig_global_people #indianpicture #ghp_pop .. .. @portraits_mf @portraitszoom @portraitsofficial @portraitgames @portraitmood @ig.portraits @portraitsvisuals @rang_of_photography @india.clicks @indian.stories @indian_photographers__hub @indianphotographyworld @goladnhourpictures.in

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marketing strategy campaign Digital Advertising features content marketing Bloggers category Brands Agencies Multi channel omni channel pune company sales Design advertisers consumers agency Clients BEARDO Communication initiative internet customers promotions advertising support Followers ad Statistics global Engagement audience Support consultancy Ad sales solutions Apps consumption firm options partners direction association offline styling digital consulting digital medium equity Ad Sales partners global native ad solutions native ad Ideas offline ideas sub-categories #BeardoOfPune #NoShaveNovember Phoenix Marketcity Pune reative