ONLY launches anti-Valentine campaign

MUMBAI: ONLY India has released a new campaign that revolves around the much talked about Valentine’s Day. Created by WATConsult, the digital and social media agency from Dentsu Aegis Network India, the campaign does not take the usual route. Instead, sketching a little outside the lines, ONLY presents an anti-Valentine’s campaign that resonates with its TG, the 16-24 age group. It is bold and dares to think differently about Valentine’s Day.

Keeping the brand philosophy of this Denmark-headquartered clothing brand in mind - ONLY is about you and ONLY you - WATConsult has rolled out a content series that appeals to the things one really loves. Based on the concept, ‘It understands you’, sometimes a whole lot better than your partner, the series revolves around the things that millennials really care about - shopping, Pizza and chocolate among others. The campaign also highlights interesting ‘Valentine’s Day’ offers by ONLY across its social media channels.

BESTSELLER India country head Vineet Gautam says, “With ONLY, we have always kept the brand communication relevant to the young audience through exciting talking points and have thus, successfully established the brand as a go-to destination for millennials. This campaign embodies the fun loving and edgy ONLY girl, who challenges the stereotypes with self-confidence and embraces the possibilities within everyday life.”

Highlighting the facets of the campaign, WATConsult founder and CEO Rajiv Dingra, “The campaign works on the insight that girls have other loves in their life beyond their boyfriend and we take a tongue-in-cheek route to the usually mush filled valentine day campaigns. The ONLY audience is the young and fun loving girl and this campaign resonates very well with their personas.”

The campaign that went live over the weekend has already received an encouraging response. On Instagram, it has reached out to over 28,000 users with 450+ engagement on this content series alone. Meanwhile, Instagram Stories, which play a key role in driving campaign reach, have garnered an average reach of over 12,000 impressions per story advertised. On Facebook, it has reached out to over 54,000 users with 130+ likes, comments and shares of these posts. The campaign will stay live till February 14 with a few more interesting pieces lined up!

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