MAM

Brand Factory uses consumer-first approach to launch the 4th edition of Free Shopping Weekend

The campaign is heavily promoted on the digital platform having personalization and video marketin

Amit Tripathi

Mumbai: Brand Factory, India's leading retail discount chain by Future Lifestyle Fashion is back with the country's annual shopping pilgrimage, ‘Free Shopping Weekend’ (FSW) from 4th to 8th December. Customers can shop from over 200 plus original national and international brands like Zara, Jack & Jones, Lee Cooper, Levis, Imara, ONLY, PEPE, Iktara, Adidas, Reebok, Skechers, Fila, American Tourister, V.I.P, Lino Perros, Lavie, Caprese and much more. This event offers the customers goods worth Rs 5,000 at Rs 2,000 only and returns the entire value in the form of free merchandise, gift vouchers and cash backs.

Aiming to increase brand awareness and directing themselves towards strengthening the connection with customers, Brand Factory is going all out on its digital campaign. The retail chain will be sending over 1,00,000 customized invites in the video format, created by IdeateLabs, to each customer who has conversed with the brand, through various social media platforms. The entire marketing exercise has led to a large variety of user-generated content organically and has received a tremendous response.

This integrated marketing campaign has roped in influencers across fields, gender, reach and demographics to raise mass awareness around its upcoming sale. Along with boosting awareness on personalization and Influencers marketing, Brand Factory ensured to be visibility to consumers across multiple touchpoints such as print, television, OOH, radio amongst others to connect with their target audience.

Announcing the launch of the 4th edition of Free Shopping Weekend, Roch D’Souza Chief Marketing Officer of Brand Factory said, “Brand Factory is known to take alternative experimental approaches for its campaigns, and this time was no different. Free Shopping Weekend is one of our prime properties and also India’s annual shopping pilgrimage where people readily queue up to get the best deals on the best brands. In this spirit, we have launched a 360-degree marketing strategy including customizations, influencer trends in regional markets and digital platforms like Tik Tok to amplify the biggest shopping festival of the year. We have created over 1,00,000 personalized videos and messages for our brand followers while having strict deadlines was one mammoth task. The initial response of the audience is phenomenal. They have been surprised with the personalized approach which in-return is successfully generating numerous conversations and user-generated content. With FSW, we have enabled equalization among audiences. As always we are looking forward to having maximum footfalls at FSW.”

Amit Tripathi, Managing Director, IdeateLabs commented, “Digital today is primarily about building conversations. Brands have the opportunity as well as resources to use various digital channels to connect with their customers effectively and engage with them in more personalized ways. A content approach that speaks to your desire of ‘hunt for the deal’ and weaving an impactful messaging around it, is the only way to gain consumers attention in a heavily cluttered world today. Team IdeateLabs has been involved with FSW since the launch, and this is the 4th edition of the event. Our focus was on maximizing our engagement with the entire loyal follower base of Brand Factory.  FSW is a concept which provides ‘value’ to the customers in terms of money, products as well as the entire shopping experience. And hence we stayed focused on reaching out to our existing audiences and at the same time communicating with new ones in a more meaningful manner and inviting them to the party of the year at FSW."

Brand Factory presently has 103 store outlets across 49 cities in India such as Mumbai, Delhi, Bangalore, Kolkata, Orissa, Calicut, Mysore, Thiruvananthapuram, Gurajat, Bhuj, Guwahati, Ghaziabad, Mangalore, Hyderabad, to name a few.

Customers can book their entry tickets on insider.in or through brandfactoryonline.com or visit the nearest Brand Factory store.

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