Ranendra Kumar Dhar

COPYWRITING - DIGITAL MARKETING OF BRAND PROMOTION “ SAKHIYA ” meaning female companion Cannot disclose the name of the firm due to the ethics of professional code of conduct MISSION TO ACHIEVE BY TIMELINE A leading fashion brand Sakhiya is about to come up with a sustainable clothing range (Kurtis, Tops, Ethnic Pants, etc.) on Daughter’s Day. This will be an all out launch, both offline and online. CAMPAIGN for its launch (pre-launch + launch + post launch) SHORT VIRAL VIDEO SAKHIYA ♥ . Tag Line : All daughters glow in simplicity wear . Content Story : All daughters are special but not all fashion is special. So, here we are at SAKHIYA – provide a link ; clothes in simplicity wear for our dear daughters Before, we start; have a niche – target your audience with specific age group and their interests. For example, an age group of 14 to 28 years is not the same as 35 to 50 years. CAMPAIGNS PRE- LAUNCH CAMPAIGN 1 First and foremost is to get traffic to your website. Use Google Analytics. Your IT team should ideally do so. Set up a pre- launch landing page with call to action CTA buttons and an email capture to have early visitors offering giveaways, referring a friend and like that sort. Content: Daughters are special. SAKHIYA is special. What is special connection? Heart, simplicity and daughters all connect to have friends, family and fun on Daughter’s Day. Catch it soon 2 Influencers catch the show. Partner or invest with them. For example, influencers can be with doting fathers telling about the product as well as to emote about their daughters. Giving away gifts to them to tell their love and care for their daughters in a special manner. 3 Event Content calendar is really important as your launch date arrives. Your email updates, liaison with the press, all about social media posts, website content, blog stuff, influencers content and the like of to be done before the launch. Details as follows: PRE LAUNCH Flyers All friends come On Daughter’s Day SAKHIYA is waiting for you A dress in elegance A dress in simplicity A dress for your daughter SAKHIYA Capturing your heart, simplicity and daughters A special connect fashion Which you never knew before Catch, it soon Banner Waiting is over SAKHIYA is there For, what is the special connection Heart, simplicity and daughters All connect to have friends ( sakhi ) On Daughter’s Day Fun With SAKHIYA dresses Catch, it soon Brochure Is Sakhi ( friend) coming Are your friends on the way But, SAKHIYA is arriving On Daughter’s Day All daughters are special but not all fashion is special. SAKHIYA is special. For the heart, simplicity and daughters all connect to have friends, family and fun at sky rocketing pace but not prices. Why wait for? When it is arriving? How it is happening? SAKHIYA is the simple answer For your daughter’s heart and dress E-mail listing Daughter going where Escape is not known But We have something special for her escape A connection special On Daughter’s Day Look out for her special dresses As SAKHIYA is really special All daughter glow in simplicity wear But not all fashion is special SAKHIYA is special Dresses for elegance Dresses for simplicity Dresses for her love at first sake Catch it soon SOCIAL MEDIA POSTS Facebook Would you really like Your daughter to glow in simple dresses So, what are you waiting for Here at SAKHIYA, we simply connect- provide link All daughters glow in simplicity wear For all daughters are special SAKHIYA is special Heart, simplicity and daughters all connect on Daughter’s day to have fun CTA Catch it soon Instagram Daughters go missing with simple dresses No, it is true At SAKHIYA, it does it well with speciality Daughters are special Simplicity is special Heart too is special This is the SAKHIYA story – provide link All daughters glow in simplicity wear Try, the simple fun On Daughter’s Day with us ALL RELEVANT HASHTAGS, maximum to 7 and not too many CTA Catch it soon INFLUENCER STRATEGY The influencers have to know, the Content Story. Tag Line has to be in their hearts instead upon their lips. Showing an inter-reaction. Influencer asks ( I asks ) : What is so special about your daughter? Dad 1 : My daughter is nice and simple. She touches the heart of everyone specially to me. I asks : Anything special on Daughter’s Day? Dad 1 : Ya, it is special for any Dad to any daughter. I tells : SAKHIYA is special. Dresses are simple and elegant as you too agree. So, why not; try it out? Dad 1 : When is this happening for my dear daughter? I tells : Right on Daughter’s Day. Similar influencer ( I ) reacts with other dads and moms too to know their story instead of imposing on them about the product only which is rather counter productive. The content can be highlighted on emotions rather just on the product itself. This is Influencer strategy. Keep it to the heart. LAUNCH Now, comes the big day of the launch. You have to get the influencers, press, experts in the industry & so forth but here again, you have to get the event calendar moving as per the schedule. Another important thing is to have the theme SAKHIYA ♥ All daughters glow in simplicity wear with it’s content story flash with highly decorated images, graphics, videos telling both the theme and central part of your story. Use emotions to connect with the human part including a teaser. Never forget that to inform as well as entertain keeps you ahead in loop with your customers. Influencers can inter-react with parents, experts, media and so forth. It can be live session with open question answer format and not necessarily only on the product. A big part is the event selection venue taking in consideration of local marketing stragestists who add to the value of your launch day, well in advance. Update all your social media bits, press releases to churn the best of your launch day. Details as follows : LAUNCH PRESS INVITATION There are two major types of stories. One is the local story in the concerned city which is mostly two or three paragraphs and is handled by the City Editor / local desk of any major national daily. Please note, I am not referring to regional newspapers. The same is true for electronic media coverage of which I have been a part for a long time. The other part is the features which are long stories carrying a lot of information. Generally done by the Feature Editor of the specific segment and in our case, it is lifestyle/ fashion. These stories take time to publish as they have a lot of other features waiting on hand and most importantly, space must be available to do so in the major national dailies but in the end, it is worthwhile. COPY OF PRESS INVITATION Attention here but it is not like the official correspondence that usually say : For the kind attention of Mr/ Mrs and so on. You are our dear friends and your presence has added value to our lives. Today’s sanctity is Daughter’s Day for which many invitations and events have been organized for you. Have you ever heard to say in this glamorous fashion world that all daughters glow in simplicity wear. This is exactly, we are doing at SAKHIYA- provide a link. Is anything special? Yes, daughters are special. Heart is special. So is SAKHIYA. Why not walk into our parlour – give Zoom/ Duo/ Google meet link giving ID and password. Kindly grace your Hon’ble presence. Venue Date Time It is just not a press invite but your footsteps to a larger journey with us ( add an emoji) INFLUENCERS MEETING As we have already discussed, the Influencer Strategy and now, we will have a closer look. So, the presence of Influencers is budget dependent also and is to be decided whether to have big time or small Influencers but the vision should not be lost due to budget constraints. Follow up with social media postings, videos, pictures, graphics, prominent e-mailers, earlier influencer content, blogs all add to the launch campaign but never forget your customer line, both of whom, who have liked or critized the product in the pre-launch stage. Dissatisfied customers add to the pain but highlights the empathy shown by the brand. It is a positive outcome for many other future customers who then believe that you are looking into their interests and not just a profit making machine like everyone else. It builds your story line impacting human values and this has to be genuinely displayed across various platforms. This is SAKHIYA PHILOSOPHY to be the main crux of the Influencers meeting. These are some of the takeaways. Add to presence of parents, even grand parents who will add grace on this moment. Inter-react with experts, media, all others to have an open question answer session, emphasizing core values and certainly, it would be worthy of the occasion. PRESS RELEASE At a special corner, at a special moment, when everything becomes special at SAKHIYA who launched their unique cloth line of Kurtis,Tops and pants in the simplest tapestry. For their tagline all daughters glow in simplicity wear. Seldom, it is found that the extravaganza, pomp and show which dominates the fashion shows, here it is just the opposite- simplicity attracts hearts, hearts attracts everyone and more so daughters on Daughter’s Day to SAKHIYA- provide link. Speaking on the occasion, Mr.X ; CEO of fashion brand reminded that glamour fades away with time but simplicity in the form of simple, elegant dresses of SAKHIYA is to stay. He punched these lines in the inaugural session only to remind of his childhood and simplicity, a way of life and outlook that is so forgotten in today’s scenario. Again, Mr.Y , Marketing Director said that he had a difficult time to motivate, the theme of simplicity at the first hand but ultimately resigned to his inner silence while telling the features of the product that would carry a new generation especially our daughters. The best part, came from Miss Z, owner of the advertising agency that this was the most challenging task but if you route it through your heart, you win in simplicity and so does, SAKHIYA’s unacclaimed victory. Mrs A, mother of her teenage daughter plainly admitted that these simple, elegant dresses win your hearts and is a special gift on Daughter’s Day. Miss B, a teenager replied in a broad smile – simply loving it and would recommend SAKHIYA to her friends for sure. Her eyes were gleaming with pride as she wore the dress in a pre-order sale. A whole galaxy came down – experts, renowned journalists, smiling customers and the best part, daughters were glowing in their simple outfits. A marvellous campaign to say in one voice “ heart, simplicity and SAKHIYA all glowing in humility ” The new story has just begun. POST- LAUNCH This is one of the hardest push. Plenty to do just like in the pre-launch stage. Customer feedback, Google Analytics to find your traffic growth, email listing, blogging, newsletters about updates, active social media posting, testimonials, run contests to get the hype running. Details as follows: POST LAUNCH Plenty to do just like in the pre-launch stage. Customer feedback, Google Analytics to find your traffic growth, email listing, blogging, newsletters about updates, active social media posting, testimonials, run contests to get it going. Carrying forward, the copies in this part CUSTOMER FEEDBACK Name Address E-mail Phone Product description Leave your message Thanking you for your valuable feedback SUBMIT button The solution is on the way, kindly forbear with us and appreciating your patience. TESTIMONIALS Testimonial 1 I pre-ordered two kurtis from SAKHIYA for my teenage daughter. Simply wonderful and believe in their tagline All daughters glow in simplicity wear. My best wishes. Testimonial 2 Obviously, I bought my stuff after the launch. It arrived late. Sent a customer feedback. They were prompt but forgot everything when my eyes sparkled on seeing these simple SAKHIYA dresses. Wish, more of these would come in the future. NEWSLETTER Wow! Simple dresses landing in daughter’s heart Sounds promotional Sounds a little absurd too Sounds great also This is what SAKHIYA- provide link Has done on Daughter’s Day All daughters glow in simplicity wear Nurturing a long, unique relationship CTA we are continuing 25% discount Yes, we have begun a new journey Thanking you, always ( put emoji ) Presented humbly the campaign plan at all stages (pre-launch + launch + post launch) . SHORT VIRAL VIDEO Visuals Audio Location : A room with a study table MS – a middle aged man working on study table Soothing music Wipe TMS middle man’s face Music Tilt down making a card Fade out – fade in CU Daughter’s Day card A gentle spike in music Fade out – fade in TMS Man wipes his eyes and looks straight to camera VO seems, a journey just began Fade out – fade in Location: A drawing room MS Camera pans From a teenager wearing a bright short to colourful kurti VO Daughter is special To a gift pack SAKHIYA A tune for Sakhiya Wipe Father hugs daughter VO heart, daughter and simplicity RS daughter looks on to father connects to a special journey Wipe MS mother and brother looking on Soothing music Fade out – fade in CU gift pack SAKHIYA To your daughter’s day Wipe MS family laughing Music Wipe CU gift pack VO Catch, it soon Fade out fade out TERMINOLOGY Camera shots : MS ( mid shot ) , TMS ( tight mid shot ) , CU ( close up ) , RS ( reaction shot ) Editing : Fade out – fade in , Wipe Audio : Music, VO ( voice over ) Thanking you, Ranendra Kumar Dhar [ R.K.DHAR ] Copy writer