FabIndia

Step 1: Creating Context

Due to the challenging circumstances of the time, we would want to highlight those who are spending the festive season in the US in a positive light. Our brief would communicate to the creators that this campaign is a celebration of all those who are celebrating Diwali away from India, putting an optimistic twist on these difficult conditions.

Execution Strategy

We would ask creators to discuss their experiences with Navratri and Diwali away from India, while showing off Fab India clothing (perhaps in a vlog, a GRWM, fit check, etc). We would primarily target creators whose families have lived outside of India for generations now, as they already have established rituals for the holidays. Other creators could talk about their experiences celebrating holidays after leaving India with a positive overall tone. We would also tell them to use the tag #DiwaliAtHome, to show the audience that the festivals can be celebrated regardless of where you call home.

Why it works?

The #DiwaliAtHome tag takes a note from the infamous #AmericaIsBeautiful campaign by Coca Cola. This campaign was incredibly effective thanks to its messaging: that America is beautiful because of its diverse immigrant populations, which led it to be the #1 trending topic on Facebook for 3 days straight. In our case, "#DiwaliAtHome" communicates that despite their precarious visa situations, many South Asians have made America their home and they can celebrate their traditions there just like any other American. By focusing on creators with America-based families, we reaffirm that many South Asians have integrated themselves into the fabric of America for several generations now, showing new arrivals they can do the same while still celebrating their cultural values and clothing.

Step 2: Micro-creator Seeding

To begin the campaign, we would start by doing product seeding to micro influencers all over the US. This would involve giving them a free article of clothing from FabIndia in exchange for the creators making a video that follows our brief and uses the #DiwaliAtHome hashtag.

Execution Strategy

We would target micro-creators in areas known to have high South Asian populations, such as New York City, New Jersey, the Bay Area, etc, along with creators in less popular locations for comparison. FabIndia would be tasked with choosing a selection of items that they would be okay with sending for free in exchange for content, and have them delivered before Navratri. Videos would be posted during the Navratri festival time.

Why it works?

Micro-creators with small followings are generally excited to work with big brands for little in exchange, as it adds a certificate of credibility that can bring them collaborations with other companies in the future. We would select a large amount of creators who fit into this space and could confidently execute the brief described previously. Although the creators would be posting around Navratri, the holiday is soon enough to Diwali that the #DiwaliAtHome tag could still be appropriate — in fact many creators already use Diwali hashtags for Navratri content.

Starting with a large amount of micro creators not only allows us to spread the hashtag wide early on, but also supplies us with important data that will inform the next stage. We carefully report the types of creators and regions that perform the best in order to decide which Macro-creators to collaborate with closer to Diwali.

Step 3: Macro-Creator Collabs

After we determine the types of creators, styles of video, and regions of the US that are most receptive to our content, we would update the brief and develop a list of large creators determined to have the most impact. Videos are released right before Diwali, and should openly encourage others on social media to share their #DiwaliAtHome story.

Execution Strategy

After performing data analysis on the information we receive from the last stage using AI, we would quickly determine which influencers are the most appropriate to pitch for the final stage. After the list is determined, we would negotiate the deals and put the plan into action so that the creators can begin posting before the the first day of Diwali, with some posting during the Festival itself.

Why it works?

By using the data from the previous stage to inform our decisions, we ensure that FabIndia gets the most impact possible for its investment. With the large amount of creators using the hashtag over such a prolonged period of time, our target audience has a very high chance of seeing some of the #DiwaliAtHome video assets in time for the festival, hopefully being inspired to create their own. The result is a social moment for South Asians in the US, with FabIndia being at the forefront.