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For Friendship Day earlier this month, Ola collaborated with Myntra to engage customers to access fashion with one touch on the Ola app. The campaign’s objective, over the course of about 2-3 days, was to engage with fashion-conscious users on the Ola app and get them to experience personalised fashion on demand, exactly in the manner they access transportation. Ola reports that the campaign generated nearly 6.95 lakh impressions during the campaign with close to 4,000 mentions and attracted 600 unique users.
The campaign was run with the single aim of getting the internet abuzz with the hashtag #LookGoodExpress. Although Facebook posts and blog posts and live streaming of the activities on various social sites were a part of the campaign, Twitter was the platform from which most of the campaign was driven.
The campaign was executed on-ground on a single day between 11:00 am and 4:30 pm with fashion bloggers and influencers building up momentum three days prior to Friendship Day. Video posts and engagement were continued after the campaign too. A contest was run one day prior to the on-ground activities. Ola appealed to its users to tag their most fashionable friends and they were gifted with Ola and Myntra vouchers. The buzz that ensued got the #LookGoodExpress hashtag to trend nationally on August 1. On August 2 when the campaign was executed offline, Myntra stylists delivered goodies to users and also captured real-time photos which were shared on the Myntra and Olacabs Twitter handles. A live video of the stylists along with the bloggers helped maintain the buzz among users and followers. Tweets from users thanking the brands for the goody bag added to the overall mentions, while bloggers shared their experiences of the #LookGoodExpress campaign.
Ola says that the context of Friendship Day and the fashion association helped drive the campaign in the desired direction while also generating curiosity and traction for the on-ground event on Friendship Day. The brand feels that the campaign could not have taken off on the scale that it did had it not run the campaign on Twitter. JJ
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