1. helping create
brands for the future
All content copyright

2. #ShoorForSolly case study
Duration: 7 April to 14 June, 2014
Created by: chani.sobti@blogworks.in

3. Background
This summer, Allen Solly launched its Chinos collection
in 14 vibrant shades. This brought, alongside, a few
challenges:
Will real people feel comfortable sporting yellow and
red chinos?
Objective
Attract a younger consumer into the brand's fold
Further consolidate the position of Vibrance
Consider Chinos as a smart dressed-up alternative to
jeans, being an easy crossover from work to 'relaxed -
social'
#shootforsolly
3

4. approach
We got real people to inspire others to sport Chinos
We brought together photographers and influencers from
our community from different cities in one campaign -
#ShootForSolly
#shootforsolly
4

5. approach
#shootforsolly
5
Hosted a contest for
inviting semi-pro to pro
photographers to
register with us & shoot
the Allen Solly Chinos
campaign
Best portfolios were
shortlisted as winners
Based on the klout
score and looks, we
identified fashion and
lifestyle influencers to
become our models.
We connected 11
photographers with 11
models to execute
#ShootForSolly across 7
cities of India.
All images were
aggregated on a
microsite
(www.chinos.allensolly.com)
and shared on our social
channels
Open invitation to
photographers Shoot Social content

6. key highlights
Hashtag #ShootForSolly reached 73,493 people and
generated 712,203 impressions
The microsite had 1,984 unique visits within a month with
6,693 page views.
On Facebook, #ShootforSolly had 1,16,279 unique engaged
users with 28,69,430 as total reach and 32,71,202 total
impressions.
#shootforsolly
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7. #shootforsolly > open invitation to photographers
7
Number of entries: 130
Facebook promoted posts were run to maximise engagement

8. Real-time announcement of the
shoots on social media
Shared behind-the-scenes pictures to
capture the fun and build anticipation
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#shootforsolly > shoot

9. 9
#shootforsolly > engagement on twitter

10. Tagging and actively engaging with participants
Participant shared their experience and feedback after the shoot
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#shootforsolly > engagement on twitter

11. 11
#shootforsolly > microsite

12. Shared final images from the shoot along with bios of respective photographers and models
12
#shootforsolly > microsite

13. Allen Solly heavily promoted the
microsite on the social channels via
advertising and social content
The participants also engaged and
shared the microsite on their profiles.
13
#shootforsolly > promoting microsite on social media

14. 14
#shootforsolly > video
Storified video of the entire campaign to promote on social media
The participants shared and engaged while others enjoyed the glimpse of the journey

15. 15
#shootforsolly > video
The participants shared and engaged while others enjoyed the glimpse of the journey

16. thank you
blogworks.in