Overwhelming Response for Country’s First ever #FreeJeansDay - A unique Trial drive by Jealous 21
Dated: March 29, 2017
Jealous 21, an exclusive denim brand for the young contemporary girls, from the house of Future Lifestyle Fashions, held India’s first-ever #FreeJeansDay on the 25th and 26th of March, 2017, at its select stores in Mumbai, Bangalore, Delhi and Chennai. An experiential event, designed for the new-age trial generation, saw massive turnouts at all the stores. Over 5000 girls participated, queuing up outside the stores from early in the morning to grab a pair of their favorite jeans.
This was the first time in India, that a brand had carried out such a unique trial generation campaign to give the customers a firsthand experience of the product. Jealous 21 is the pioneer to launch a unique concept of “3 Hip sizes- Hottie for slim hips, Hourglass for regular hips and Bootilicious for curvier hips, for every Waist size”. Jealous 21’s revolutionary product – “Hip-fit Jeans” that fits every Indian woman like their 2nd skin were instant hit among the girls.
On the huge success of the event, Rahul Gupta, VP Jealous 21 said, “We are thrilled by such a huge response. The experiment was not only a first for Jealous21, but also a first for the country. We are extremely happy that girls turned up for the event in such huge number & could get a firsthand experience of our latest Spring Summer Collection & grabbed their favorite Jealous Jeans. We are confident that the products will speak for themselves, and the girls will now come back to the brand again & again.”
The campaign was a perfect case study of an omni-channel marketing strategy where customers were holistically engaged in both online and brick and mortar retail. While for registration participant reached out to Jealous 21’s website & Social media page, the actual brand experience happened at Brand’s retail stores. .And the engagement cycle continued when the girls went back posted their selfie & started thanking brand on the social media.
Commenting on this unique omni-chanel strategy, Shibani Mishra, Chief, Marketing of FLF brands, said “This initiative is a testimony of a massively successful Online- to-Offline (O2O) campaign in the fashion industry. We are extremely happy that we could create huge awareness for the brand, drive footfalls to the stores, made girls to try our products & get them to engage back with the brand on social media all at once through this one campaign. We thank our customers for believing in the brand. We will now create a loyal customer base for the brand by integrating the social media platform with our CRM program in the process. ”
For participating in the campaign, girls had to follow a simple procedure where they had to register on Jealous 21 website or Face book to get their exclusive invite with a unique code, to visit the store. At the store, the girls had to take a selfie wearing any Jealous 21 garment and upload it, tagging @jealous21 and #freejeansday on Instagram or on Facebook and take away a free pair of jeans.