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Brand- Buskin Robbins Big Idea- Online to office Theme: Connect – Listen- Share

Brand- Buskin Robbins Big Idea- Online to office Theme: Connect – Listen- Share Connect- at work with your colleague Listen- to him/her over a BR scoop Share – stories of your lighter moment @ BR with your colleague at social media platforms. Brand - Jack and Jones Agency- Wat Consult

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Brand- Buskin Robbins Big Idea- Online to office Theme: Connect – Listen- Share

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  1. Brand- Buskin Robbins Big Idea- Online to office Theme: Connect – Listen- Share Connect- at work with your colleague Listen- to him/her over a BR scoop Share – stories of your lighter moment @ BR with your colleague at social media platforms

  2. Brand- Jack and Jones Agency- Wat Consult Campaign- The campaign was christened Black Valentine It was more of a ‘protest against the existing norms in the social media space’- as selling products on the theme of love during Valentines day. The TG was niche:. Males with an affinity for class and style. Males who were unaffected by social pressures and were ‘Single By Choice’. Big Idea: ‘I am single and I am bloody proud of it!’ Platform: -Facebook, twitter, whatsapp, BBM

  3. High Lights • A black Valentine Gallery on Facebook, cross promoted on twitter. • Witty content with high level of share ability • #BlackValentine • App • Result • 4743 visits to the App that led to downloads of 1681 Facebook Cover Photos, 781 Facebook Display Pictures, 249 Twitter Header Images, 193 Twitter Backgrounds, 202 WhatsApp & 481 BBM Display Pictures, making it a grand total of 3587 downloads.

  4. Way forward An extension to this (next year) should be Black Valentine meets on 14th Feb  across Jack & Jones stores in the country marking a celebration with all things guys love to do- Football, Drinks & Food! This also goes bang on with the brand’s philosophy of its consumers coming together and having a good time.

  5. Pros • Exploring new audience for the brand • Relating with the TG better • Creativity with some gutsy move • Bringing new TG who had a latent need closer to the brand • Increased brand Engagement Cons • Alienating main stream audience • Creating a negative perception in the mind of the general TG. • Ignoring females ( although it’s a men’s clothing brand)- they are the secondary TG as in Indian house hold a lot of shopping is done by the females. • Trying to target a niche audience which is so less in number on a occasion of valentines day when the sale really picks up – does not sound like a tactful decision

  6. Way forward ( My inputs) #dateontherun- as men love foot ball, drinking etc, the possible option could be a fun interacting on ground activity at the stores with their partners which involves a lot of games / treasure hunt, later on uploading those videos on Youtube could have been an option.

  7. Thank You

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