Mumbai: fbb, one of India’s largest retail clothing brands, came up with the perfect solution to this problem and told people across the country to #DropThePants and sport the outfit for the season, Shorts! Pioneered by fbb, the nation soon caught on and celebrated World Shorts Day on 22nd April, with a lot of hype.
This year, fbb wanted to take the the celebrations and the hype to a whole new level, bringing to its audience a bigger and better World Shorts Day. To do this, Digital Marketing Agency, Social Kinnect brought about a campaign that had the whole country participating with full energy.
While tying up with some of the biggest fashion influencers, we took a slightly different route. In order to create a mass appeal, we tied up with fashion icons around the country from Karan Wahi to Kenneth Sebastian, Nivedita Gowda and Chandan Shetty and went regional with the kind of content we created with them. The noise this made created a ripple effect that spread through the country and we saw participation from stores across the country in various different ways. From flash mobs to LED shorts and shorts flying in on drones, this World Shorts Day was definitely much bigger than last year.
But it didn’t end there. fbb wants to give its consumers the opportunity to do something different this summer. With 3 lucky shorts placed in different stores across the country, 3 lucky winners won a trip to Thailand simply by buying a pair of shorts that started at Rs. 299.
With an overall reach of over 37 million, we engaged an audience of over 4 million through this campaign. This led to 30% more sales than World Shorts Day last year.
So stay tuned! Cause World Shorts Day 3.0 is just around the corner and it’s just going to get bigger and better each year!