21^st October’17 marked the second anniversary of your favorite brand – All About You from Deepika Padukone! And we decided to celebrate it with our AAY family.

All About You from Deepika Padukone started off for every girl who believes in her individual sense of style. It’s simple yet fun, comes with fabrics and silhouettes that let you breathe, and flaunts various pastel shades with an eternal appeal. They’ve come a long way with a family of 1.3 million on Facebook, 23.5K on twitter and 154K on Instagram.

What did we do? – #CelebratingAAY

• #CelebratingAAY campaign was held on Facebook, Instagram & Twitter wherein users were asked to share their pictures wearing AAY outfits using #CelebratingAAY to feature in the anniversary video.
• 2 consumer videos were shared across all the platforms.
• A thank you video was released which featured the customers who participated in the campaign.
• We also did an influencer activity with That Boho Girl, Aashna Shroff, Pradaini Surva, Style On Wings, A Cup of VISH and Thatloveinablog. These bloggers posted pictures of themselves wearing clothes by All About You from Deepika Padukone which was shared, retweeted and reposted on the brand’s social media platforms.

Strategy behind the campaign

Anniversaries offer brands an authentic way to connect with consumers through social media campaigns and that’s exactly what we did! We leveraged this opportunity and asked the members to be a part of this celebration. The idea was to encourage participation. The two consumer videos that went out were intended to take you through the journey of the consumer to instill brand loyalty, promote customer satisfaction and add an emotional connect to the brand.