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Concept One

the new age communications company

RaymondNext.com launch

When every moment turned stylish

Wear Your Mind





Wear
Your Mind


Over the past 90+ years, Raymond has been a leading brand catering to the fashion and style needs of the discerning man.

But, as Online Fashion Market started booming creating a variety of options for the customers at affordable prices, being a leading brand presents its own set of challenges.


the Challenges



1

Create MORE product value.

(the brand has a huge association with fine fabrics. This creates a challenge for frequent occasions to shop and repeat moments.)

2

Rejuvenate the brand imagery to attract newer mindsets and younger demographics.

the OPPORTUNITY

Basis our Research Study, we had two important findings

40%

buy on impulse.



Dressing up is no longer limited to Big Occasions


but has transcended to a multitude of occasions with each occasion representing a distinct mindset and experience.


A multiplicity of micro-occasions defines this generation and hence, came

The Idea


Wear Your Mind


We created a multi-format, multi-platform campaign coupled with precision targeting letting our audiences embark on a journey across these micro-moments, be it workplace setups, after-work engagements, experiential escapades, to momentous occasions like award nights.

The launch online film shows the modern man’s seamless transition from one occasion to another with poise and elegance.





OUR Tailored solution


Visual story telling taking audiencs through the various journeys of the modern man: For example, MAN ON THE MOVE


instagram


The CHAPTER sERIES

We narrated the story of a contemporary man across occasions; weaving in moments that form a part of his daily regime through chapters.
From the man who always aspires to look distinguished for special occasions or the avid globetrotter who likes to dress his part for a relaxed beach vacation.


Impressions

23,97,848


Post Engagement

71.659


Link clicks

9,215


Engagement Rate

2.99%





FaceBook


Lifestyle based targeting using new formats giving our customers a variety of occasion based options to choose from.



Keeping the essence of The Chapter Series intact, we created carousels that said the same story with a motive to lead users into the website.



Main Video

4.3

million

reach

Main Video

0.1

million

reach

Offer Carousels

5.2

million

reach




twitter


A conversation with our customers asking them how would you wear your mind, trending at no. 1 in India





4.6

million

reach


retweets

61.1%




Content
Syndication

Referential targeting with leading publications like mensxp.com, firstpost.com, yourstory.com etc.






Total views

23,97,848



innovation

To create an effective full-bodied experience, we ventured into Magzter by putting across occasions that gave users a chance to browse through different looks with a lead-in to the website.


Page views

34,865

Total views

9.03


E- mailers

Page visits

34,865

New Sessions

80%


results






Revenue jump during the campaign period

35,126

Order increase rate

80%

User traffic to the website jumped

3X

Users (Pre - campaign)

94,198

Users (Campaign period)

2,80,442

The campaign hashtag #WearYourMind trended in India at the number 1 spot.


Location


Contact


New business

Abhishek Razdan

+91 98200 91473
abhishek@concept-one.co.in