Mumbai, India, October 21, 2014: American Swan, global online fashion brand has appointed Ignitee Digital, one of India’s leading digital marketing agencies to conceptualize a web based talent hunt to give Gen Y a chance to be a part of YoYo Honey Singh’s exclusive new video for American Swan. American Swan has struck the right chord by signing up Yo Yo Honey Singh to create its music video and to launch its new brand identity. The talent hunt invites participation from across the globe and the two best entries will get a chance to be featured in the video with Honey Singh.
To participate, contestants will have to sumbit a video consisting of an introduction and dance performance on any of Honey Singh’s tracks. Within a week of announcing the ‘Yo Yo and You’ contest on its social media channels, the brand has seen an overwhelming response from aspiring models, dancers and the massive Honey Singh fan following.
Here are the statistics of the YoYo and You contest activity:
Total Reach: More than 16 Million users
Contest Entries: 2000
Social Engagement: 250% increase in engagement on social platforms
Facebook fans (organic): ~300% increase & ~25,000 page likes
Twitter reach (organic): ~550% increase in impressions on twitter
Talking about the remarkable results, Anurag Rajpal, Director & CEO of American Swan said “We have always believed in the power of digital media & the strength of Honey Singh’s fan base. However, the sheer impact that we have experienced in such a short time proves yet again that the potent combination of Social, Mobile & Content is the Holy Grail to reach out to the Millennials”
The American Swan association is Honey Singh’s 1st brand endorsement in the Fashion genre. The 31 year old singer-composer who has an international fan following has belted a series of smash hits including Sunny Sunny, Party All Night and Desikalakaar thus striking a chord among the younger generation. Armed with a strong integrated marketing strategy and Honey Singh’s massive social media following, American Swan has its sights set to achieve a clutter-breaking recall value for the brand-conscious youth. Through this campaign, American Swan reached a staggering 16 million users and the number of entries crossed 2,000+ which has resulted in strong brand recall for the brand.
Atul Hegde, CEO of Ignitee Digital Services said, “Ignitee is proud to have launched such a path-breaking campaign for American Swan. The ‘YoYo and You’ contest provides a great opportunity for all the talented individuals there to come ahead and showcase their talent. Today, digital is the best medium to reach a large audience and ensure maximum participation. The crowd sourcing model adapted has definitely shown great results with more than 2000 entries received till date.”
When it comes to digital and social media, Amercian Swan has always strived for innovative content and a mobile-first approach as the backbone of its strategy. The Tweet store and Beauty and the Blogger: the 1st online reality show, both of which were executed earlier this year opened up new platforms for the brand to connect & engage with the youth. While most other fashion brands are opting for celebrity collections, American Swan has plans to create relevance through crowd-sourced designs in the near future. For a brand that wishes to occupy the youth mind space, it is evident that it is opting to put the Gen Y audience at the epicenter of the action.