Mumbai: As the initial 21 days of the lockdown in India draws to a close, DViO Digital efficaciously carried out the Social Media Campaign “21 Days of Awakening” for ‘W for Woman’, an Indian Contemporary Clothing Brand. With the sentiment and morales low, the campaign powerfully brought forth the message of positivity through circumstances and that of awakening towards the environment, surroundings and your inner self through its daily messaging.
W had just launched the ‘I AM AWAKE’ campaign which shined a spotlight on the awakening of the Modern Indian Women. DViO then quickly pivoted the campaign with the start of the lockdown so that it beautifully dovetailed into ‘21DaysOfAwakening’, which was intended to grab consumer’s attention and imagination and to encourage them to reawaken their consciousness towards different aspects of our world during their time at home. DViO’s ideation is reflected back in the beautiful grid which showcases different inspirations ranging from the environment, sustainability and its protection to one’s being, capabilities, little happiness, and inner voice.
The campaign got an organic reach of 1 million and there was a significant spurt in the brand’s Instagram growth. Also in contrast to the lockdown or WFH campaigns run by the competition brands, the self-actualization theme of the brand saw a better engagement because of the refreshing spin given to the campaign.
Speaking about the campaign, Sowmya Iyer, Founder & CEO of DViO Digital said, “We intended this campaign to be stirring and thought-provoking. We brought a positive spin to inspire people on how each day they can awaken different senses to the environment, inner calling or even various things they have been intending to do. The aesthetically pleasing creatives portray an infusion of femininity and strength with social messaging at its heart.”
Aarti Ahuja, Head Marketing & Communications of W said, “The brand W mirrors the new age woman who is aware, awake and conscious of her surroundings. During the lockdown period, we wanted to ensure the brand continues to connect with the audience while spreading positivity. The #21daysofawakening campaign has resonated with the consumer and has been source strength & positive energy during these unprecedented times.”
For seeking inspiration towards Self Calling and actualization, check out the brand campaign here: https://www.instagram.com/wforwoman/