Mumbai: Social Kinnect, fbb’s digital agency conceptualized National Jeans Day to so that people can celebrate the most popular clothing item in today’s day and age. Hence 17th December 2017 become National Jeans Day.
To launch the day, we took an egdy route with the #GrabAPair campaign to celebrate #NationalJeansDay . The aim of the digital campaign was to popularize Jeans as a category and increase the overall sales of the category. No other player in retail has taken the effort to own a merchandise category by creating such a brand property.
For this special day, fbb was giving away jeans for almost free*. If anyone bought a pair of jeans for over 999, they would get a t-shirt worth Rs. 499 and cashback worth Rs. 500. To create urgency, we asked our customers to register with us online to get the oppourtunity to celebrate the day with us. This led to over 100,000 registrations on Facebook and on our landing page.
With over 13 million impressions, we ensured that everyone was talking about National Jeans Day!
Even celebrities added on to the excitement with Varun Dhawan, Katrina Kaif and Esha Gupta joining in the celebrations and announcing to everyone that they were going to be part of this which made the customers even more excited.
Popular fashion influencers like AakritiRana Gill, ShauryaSanandhya, JuhiGodambe, Aaina J among many more took it upon themselves to spread the word of the exciting day to all their followers.
National Jeans Day proved to be a massive success for fbb. The sales of the Jeans category grew by 5x on this day compared to any other Sunday so far. fbb almost sold out their entire denim collection on National Jeans Day!