Van
Heusen, the premium lifestyle brand for men, women and youth, has recently come
out with the hunt for the ‘most fashionable professional’. Most interestingly,
it has chosen LinkedIn as the preferred platform for hosting the contest.
The
contest invites LinkedIn users to nominate the most fashionable professional,
on a microsite among their LinkedIn connections. Once a member nominates even
one person, he/ she is eligible to get a voucher worth Rs500/-, that can be
availed on purchases worth Rs2000 and above. Up to 10 nominations can be
submitted. Of all the nominations received, Van Heusen and its panel of judges
will pick 10 worthy winners (5 men and 5 women), each of whom will receive
wardrobe upgrades of Rs.25000.
The
insight for the campaign seems spot on, that Van Heusen’s a brand that embodies
fashion for corporates and hence being on LinkedIn seems logical. It’s however
a radical shift from the orthodox move that B2C companies focus on Facebook and
Twitter and it’s more of B2B companies who use LinkedIn.
Coming
back to the campaign, the contest seems clearly outlined, without much of
layering (in terms of options,
possibilities etc.) The participant just needs to click on the microsite,
log in with his/ her LinkedIn details, nominate up to 10 people, choose the
look for them and claim their voucher.
The
risk involved in the campaign is more to do with mindset challenged that
professionals on LinkedIn will have. Some questions that may come up while
thinking to enter the contest could be:
* Should
I nominate x or y person?
* Would
x person be comfortable if I nominate him/ her?
* Will
it seem appropriate for me to I nominate x or y person for this title?
* Should
I rather nominate friends (no matter
their fashion sense), because there wouldn’t by much of mindset challenges
while nominating them?
* Do
I really need to assign/ propose a look for them too? Will it be seen in a
negative light?
Such
mental questions will have a toll on the number of people who participate in
the contest and herein the voucher of Rs500/- could play a positive part. Nevertheless,
the campaign is sure to draw a lot of eyeballs and could spark off a new trend
of sorts, when targeting professionals is concerned.
wow! now you can see the van heusen brand in linkedin it's surprising, first time i am reading one fashion brand promoting in linkedin. Anyway thanks for informative information.
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