The idea was to drive registrations over a 5-day period on their landing page, which would then enable the customer to go to the store in the subsequent weekend and exchange any old pair of trousers for a new pair of Scullers Chinos for just Rs. 999/- which amounted to over a 50% discount. What’s more, the exchanged trousers were donated to the Goonj Foundation through a sign-up.
The campaign was heavily promoted through all social platforms, Google display and search engine marketing as well as micro-influencer campaigning for deeper reach. The tech was also built to accommodate speed even during a massive traffic using cloudflare + AWS. We saw that over 70% of the registrants actually came over the to the store to exchange their old pair of pants. The campaign succeeded in delivering a record 120% of the target set at the beginning of the campaign.
These results from an onine campaign to offline transactions led the brand to win at CMO Asia Awards in Marketing Campaign of the Year for #ChinosForIndia