Louis Philippe gives Father's Day a twist

It picked up a random tweet and then launched an initiative that won a new customer and goodwill and trust for the brand

Sarmistha Neogy | Mumbai | June 19, 2014

Click on the image to watch the Video.

In today's world, it has turned into a necessity for every individual to have a social media existence. Similarly, brands are also incomplete without a social media identity. Social media is the easiest way for brands to increase reach and create goodwill by being present where their potential customers are.

Louis Philippe (LP), a leading apparel brand, which caters to both the mass and premium market, is also actively present on social platforms. But this time it did something different. The brand stumbled upon a random tweet, where a girl named Shweta D'Silva from Jamnagar, tweeted about her dad not being convinced about readymade shirts.

Sridhar Rajaram, Group Manager, Marketing, Louis Philippe, said , “We follow a different strategy, whereby our entire motive is in creating good content and not so much on spending on these promotions. Our agency keeps a check on the real-time happenings by tracking the buzzword on these social media platforms, and driving conversations around it. We always try and respond to most posts and comments within two days. Louis Philippe never ignores comments from fans as it believes that commenting and replying to fan posts lead to building trust on social platforms.”

“An interesting thing about Louis Philippe is that it interacts heartily with its followers. In fact, it jumps into tweets which have not even mentioned the Twitter handle to begin conversations. In one such exercise, the brand stumbled upon a random tweet, where this girl Shweta D'Silva from Jamnagar tweeted about her dad not being convinced about readymade shirts. We saw here a great opportunity to create a new customer,” added Rajaram.

The tweet read: “Dad hates wearing readymade shirts. So he will spend on buying the material and stitching big size shirts, which me and my mom hate.”

The Louis Philippe team got in touch with Shweta to know more about her post and found that her father is very particular about the fit, and hasn't been able to rely on any readymade brand till date because of this. Therefore, on this Father's Day, the brand decided to give it a twist and surprise Shweta's dad.

A person from the LP store came to pick up Shweta and her dad in a chauffeur driven car. Her dad, on reaching the store, was amazed with the good collection available and was satisfied with the areas in a shirt which have always worried him – like the broad collars, pen pocket and the cuffs. As a Father's Day souvenir, LP gifted him his first readymade shirt, which made both the father and daughter smile in satisfaction.

A video was made and was spread by Shweta and her followers. A special contest was also put up on Twitter around #AllAboutDad. People were asked to tweet about one inherited quality from their dad to win a Louis Philippe outfit, which would make a great gift for him.

The video production was done by Jack In The Box and the opportunity was identified by Madura's in-house digital hub.

Commenting on the objective behind this exercise, Rajaram said, “Till two days back, there was no intention to create something special for Father's Day. It all fell into place after we decided to respond to Shweta's tweet and work on it. Brand exercises like this not only help in building goodwill but also add new happy customers for the brand. It creates a one-on-one relationship with the brand, by preparing it with what is happening around them.”

The Video:

https://img-cdn.thepublive.com/filters:format(webp)/

Sarmistha@BestMediaInfo.com

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