MAM

Max Fashion finds 360 'Endless Ways'

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MUMBAI: Max Fashion, one of the leading fashion brands in India and the home of everyday fashion, recently executed an innovative and catchy campaign to promote the endless options available across their stores. The “Endless Ways” campaign kicked off with the very first TVC campaign for Max followed by integrations across print, digital, TV and radio.

The campaign established an emotional connect with consumers, and reinforced the brand’s key motto ‘Fashion for the entire family at great prices’.

The objective of the campaign was to promote the fact that Max offers 3000 styles under Rs.599, giving customers endless options for purchase, whatever are their reasons, whether gifting, occasions, or just updating their wardrobe. To further capture attention, Max created various situations which could be resolved through a purchase made at Max – this created a fun element to the whole campaign and had people actively participating on ground in malls, on the radio and online platforms, all driving footfalls into the stores.

Following the route of bringing alive the #Endless Ways theme across all customer touch points, below are some campaign highlights:

TV Campaign - Phased TV campaigns targeting South and North markets, covering GEC, Movies, Kids, Infotainment, Music, etc.

    Phase 1 reached out to 31 channels in the South

    Phase 2 reached out to 19 channels in the North and 6 channels in Kerala

TV Integrations -Progressive thematic programs identified channel wise across the South, with #EndlessWays integrated in popular TV serials in Kannada, Tamil and Telugu

Radio Spots – Thematic spots to establish and extend the #Endless Ways concept. The campaign had a listenership of over 3.6 million in these markets (18-34 MF NCCS AB from TGI 2016)

Radio Innovations – Live calls with RJs to build interactive content that would engage passive listeners, through the Damage Control Helpline, manned by the host RJ helping callers out of their sticky situations

On Ground – Stylish brochure highlighting endless looks from the season, Engagement Game Zones in malls, featuring a life size game board where customers could participate and win prizes

Visual Merchandising – Interactive window with conversation blurbs and emojis; live models carrying situational dialogue blurbs walking around malls and doing freeze formations

Print – Ads with #EndlessWays integrated in top regional and English publications in top 7 markets to coincide with the peak of on ground activities

Digital - Reach strategy on Facebook & YouTube

    Google display banners on popular websites

    Content strategy – POP XO & Influencers

Highlight of the digital campaign - Collaboration with Terribly Tiny Tales to increase brand conversations through user generated content – people were invited to write their own stories integrating #EndlessWays and post on Facebook, Twitter and Instagram. Engagement levels were very high with close to 10,000 likes each on Facebook and Twitter and around 148,000 likes on Instagram.

The campaign received enormous response from customers and showed the following results:

•    Footfall growth increase to 73 lakhs, as compared to 51 lakhs

•    Increased sales growth to 12.77% compared to 8.3%, over a 42 day festive period

•    57% growth in lapse customer win-back, over a 42 day festive period

•    44% new customer enrolment.

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