Digital Case Study – eCommerce – Faballey wants you to #unfollow

For the past few days, Fab Alley’s viral commercial by NewYork based standup comedian Radhika Vaiz has created enough storm in the advertising & marketing corridors. In the film, Vaz talks about women and their struggle to conform to fashion trends.

For an ad of such boldness, it was obvious to attract the attention from everything. Since the day it is launched, the ad has gone viral & has already touched around 200,000 hits on Faballey’s youtube channel.


The views that are coming from the industry experts are mixed. While few strategists see this as a huge risk taken by the brand which may backfire due to some gaps in its execution.

Expert’s opinion about #unfollow

In one of the interviews given to afaqs.com, advertising veteran Prathap Suthan’s from banginthemiddle said:

He fears that the brand has fired all its guns at the same time by showing a very niche professional, who is an older, unconventional, and atypical model, speaking a language that’s way ahead of daily speak, and not wearing anything at all.

There is no doubt that Radhika’s ‘bare it all’ act has delivered a huge shock value and it also carries enough arsenal to shake up the cluttered e-commerce ad space which is largely restricted to daily deals & coupons. But by using this bold script, Jack In The Box team may have caused a severe harm to Faballey’s positioning by alienating a sizable chunk of women audience.

The stand up script used by Radhika in the controversial video ‘WHAT THE F**K SHOULD I WEAR?’ is too difficult to follow for an average person. Needless to say that the humor is way too above the sensibilities of a large section of indian population.

Here’s what Eshita Jayaswal from Webchutney has to say about the campaign on twitter:

But she also made a very interesting comment on the topic that shows the irony within the Fab Alley’s brand messaging and I quote:

‘While the brand asks one to ‘unfollow’ it continues to have segments like “Trends”, “Lookbook” and “New In”. If FabAlley wants to break category clutter with such powerful communication, it needs to walk the talk and break away from the typical ecommerce/retail nomenclature that has become a norm in this space.’

Fab Alley has made a bold attempt to create some breathing space in a world dominated by Shoppers Stop, Myntra & Jabong.com of the world.

CEO’s view

While the entire advertising seems to be warming up to the viral, Tanvi Malik, co-founder Faballey.com is in no mood to go defensive about their strategy. In her interview with afaqs.com, she made it absolutely clear that  her brand is here to cause some serious disruption in the thinking of women as to how they can liberate themselves from the shackles of people’s perception & judgements.

‘FabAlley wants to be an empowering, feminist brand. We do not want to operate in the shallow, trend-oriented space’ ~ Tanvi Malik, Co-Founder – Faballey.com

Click here to read the entire interview with Tanvi Malik.

Older, Angrier, Hairier, Unladylike Radhika Vaz

By no means you can call her a girl next door because she is not. Born in Mumbai, Radhika Vaz moved to New York and realized she wanted to be a stand-up comedian. Her humor can be a little uncomfortable for many as the F-word is sitting on the edge of her tongue. In one of her interview given to the Times of India, she responded about her un-womanlike mannerisms & personality by saying,

‘I am barely a woman’

I went through her twitter page, and some of her tweets are real fun to read 🙂    

Being a feminist, Radhika wholeheartedly endorses Faballey’s views about the liberty of expression when it comes to women fashion (it is quite visible in her stand up act too). She is actively promoting the brand through her social pages and in the media. No doubt, having a multi-dimensional personality who is a writer, feminist and a stand up comedian is a great advantage for any women fashion brand.

Social Media Response

The video viral campaign had every recipe to trend on the twitter timelines, and so it did. Faballey’s #unfollow campaign has asked a lot of question to their audience and people (especially women are responding to it) with absolute nonchalance.

#unfollow campaign by faballey.com

The brand has created a separate hashtag #BeAnUnfollower to capture the moods around the #unfollow campaign and engage with their potential customers. They are also prompting the audience to liberate their views & come out of cliches related to their personal fashion. Create your own style statement by not following the herd mentality.

Here are some interesting tweets around #BeAnUnfollower campaign:

My view

I think strategically, innovative tools around fashion discovery or curated fashion will create newer opportunities for e-commerce companies in 2015. To say that boldness never pays in India would be a myopic point of view. Definitely a pat on the back for the Jack In The Box team to break the cliche advertising followed by most of the digital agencies. This may just prompt a lot of retail brands to re-look at their current content strategy. However, using nudity for shock value may just be a little too much for a newer brand like faballey.com.

Digital Case Study – FMCG – Mcdowells #No1Yaari

With video advertising becoming the most potent engagement weapon in the digital marketing parlance, brands & ad agencies have quickly grabbed this opportunity with both hands & using it to maximise their advertising ROI.

Mcdowells, as a brand, has been a big fan of using long & short form videos in the past to promote their brand message. Clearly, their spends have gone up significantly in the last 3-4 years, especially into digital. I am sure a lot is to do with their target segment which is mainly SEC A,B Youth & young adults. Continue reading

Digital Case Study : 5 best mobile campaigns of 2012

Awards in the media fraternity is always an area of concern for me due to their authenticity & quality of entries making it to the top which further opens a brand new Pandora box of questions for all enthusiasts.

What’s the credibility of the entries?
Is the shortlisting process transparent enough? Ideally I Would love to have this process democratic in nature. Most of these campaigns are followed by who’s who of the advertising world be it Account Planners, Brand Managers, Marketing Managers, Copywriters, Business owners, start ups, digital enthusiasts etc.

But there are few forums that genuinely brings the quality on top, EMMA for instance is one platform which has brought impressive content as a whole.

The entries tend to be skewed towards the UK and Western Europe. The distinguishing feature of these awards is the focus on campaign effectiveness. That means
the final winning entries have won because they actually delivered ROI metric for their clients, not just because the creative looked fancy from outside.

This year’s final entries opens up your mind as a digital marketeer purely because of the way they have tried to engage with the customer.

And the winners are..

1. Most Effective Mobile Campaigns for Direct Response

Winner : Unilever/Rabarba for Cornetto ‘My Loooove’ 2012 Summer Campaign

Summary : Moving away from their annual tactical campaign “Buy 1 Get 1 Free”, brand asked Consumers who bought promotional ‘Cornetto in Love’ and ‘Cornetto
Disc’ packs could text in a code printed on the packaging to receive 120 minutes of free airtime. When they did so, they received an automated call back
asking them to express their love for the brand by shouting “My Loooove!” for as long as they could, replicating the theme of the brand’s summer TV campaign.
The best efforts won a Cornetto teddy bear.

Results: In addition to increased sales, the campaign generated 1.4m participations in the first two months, including 300,000 IVR responses.

Watch the video.

2. Most Effective Mobile Sites

Winner: Pizza Hut/bemoko for Pizza Hut delivery mobile site

Summary: In order to build greater reach into their campaigns, Pizza Hut opted for a mobile site, rather than an app. The site integrates with Pizza Hut’s back-office systems, and renders to all devices, but with a user experience tailored to each device. The mobile site offers all the functionality of the desktop site. A User Console enables Pizza Hut to add and remove offers and new products.

Results: By the end of the first week after going live, the site accounted for 10 per cent of all online orders, with orders on mobile increasing by 60 per cent over the next two weeks.

Read complete case study here.

3. Most Effective Mobile Campaigns through Mobile Coupons

Winner: McDonald’s/MobileBits for McDonald’s Euro 2012 Campaign

Summary: Sponsorship of the Euro 2012 football tournament, McDonald’s and its agency MobileBits used the SAMY4ME Mobile Mall app to offer McDonald’s vouchers and coupons. To redeem an offer, consumers simply had to click on the coupon within the app and show it to the McDonald’s cashier for redemption at the in-store POS


Samy-McDonalds-EURO2012 Video from MobileBits on Vimeo.

4. Most Effective Mobile Campaigns in Advertising

Winner: Nokia/YOC for Nokia Lumia 800 Mystery Ad.

Summary: Surfing the mobile web, the user is surprised by a sudden appearance of the Windows Phone interface on their iOS or Android device – a surreal experience. Nokia presents a well designed, well crafted rich media mobile ad demonstrating the features of its new Lumia 800. Clicking on the ad, the user is led to a landing page providing a very smooth, native-app-like user experience, allowing the user to look at a slide-show picture gallery presenting the new Nokia Lumia 800 features, get further information on the phone’s functions, browse through available accessories and even kick back and enjoy the embedded video. With the creative concept of delivering an interface of a completely different operating system to an iPhone or Android device, an unreal and surprising experience is guaranteed.

Results: with a CTR of 29.7 percent the impact of the campaign is way above average suggesting that it has a similarly high impact on awareness and image indicators.

5. Most Effective Mobile Campaigns for charity

Winner: Vodafone for the JustTextGiving

Summary: JustTextGiving was set up by Vodafone, the Vodafone Foundation and JustGiving, enabling anyone to donate by text to individual fundraisers – and Britain’s 184,000 charities via a unique textcode.

Results: more than 16,000 charities and over 40,000 individuals had signed up to JustTextGiving, raising more than £4m for their respective causes.