With Instagram, Vero Moda has aimed to showcase everything that the brand stands for in a visually appealing manner. Vero Moda India’s strategy for its Instagram engagements is to connect users to Vero Moda as individuals who reflect its identity and traits — contemporary, independent and highly fashionable.

Vero Moda also recognises user-generated content and features it on the brand’s Instagram profile to catalyse engagement. The current base of 31,000 followers has grown over a period of six-eight months since leveraging Instagram in a personal, individual manner. The Vero Moda Marquee campaign (September 19-December 30, 2014) specifically garnered more than 29,000 likes on Instagram.

Vero Moda Marquee, the signature collection exclusively designed by Karan Johar, was an attempt to showcase high-end clothing as something that can be incorporated into daily wardrobe essentials. The collection comprised golds, sequins, metallics, embellishments, detailing and various other textures.

The brand reports gaining significant amount of traction and engagement as well as an increase in follower base from the Marquee campaign during which Vero Moda conducted customised shoots and posted the photos from the shoot on Instagram. They were mostly minimalistic images of apparel on clothing rods surrounded by niche props and subtle lighting. The campaign also included individual product shots.

For most of its campaigns, Vero Moda also regularly features bloggers who put together different looks for its audience to understand how they can style those outfits.

For the Marquee campaign, a contest conducted asking participants to post pictures of themselves in a marquee outfit had an exclusive invite for the marquee party as end gratification. Vero Moda gained 2,000 followers as a result. JJ

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