When the Indian fashion brand fbb created a unique interactive web series on Instagram Stories called #PujoPerfect Love Story to drive in-store sales in West Bengal with digital coupons, it increased the coupon redemption rate by 28%.
fbb has been the face of affordable fashion destinations in India since 2008. From festive attires, to business outfits, to ethnic pieces, to casual resort wear and more, the aspirational apparel brand has something for everyone. With 373 stores in total, it is a popular fashion hub and retail destination.
increase in coupon redemption rate from Instagram campaign, compared to other channels during the same period
store visits driven by Instagram campaign, compared to other channels during the same period in West Bengal
increase in customer visits during Instagram campaign period, compared to typical in-season visits in the previous year
fbb wanted to increase in-store sales and brand affinity during Durga Puja, one of the most famous festivals celebrated in West Bengal, in a way. The brand knew they had to come up with an innovative way to appeal to trendy Indian millennials.
The Durga Puja festival is all about celebrating new beginnings, so fbb wanted to create a campaign that would capture this spirit. Together with Nishtasha Digital Media Private Limited (NDMPL), it created a five-day web series for Instagram Stories called a #PujoPerfect Love Story. The episodes, which ran as ads in Stories and feed, highlighted the excitement of budding love between a young couple. The two main characters, Ananya and Roy, made the audience fall in love not only with the spirit of Pujo, but also helped them experience fbb's Pujo collection.
Instead of providing a one-sided, passive experience, fbb gave people the power to decide at the end of the episode what should happen next. They were given relatable situations—like being torn about what outfit to wear—and were asked to share their opinions and preferences. The story would evolve depending on their responses. fbb used all the available features of Instagram Stories, like emoticons, GIFs, polls, answers and filters to encourage the audience to react and keep it engaged throughout the series.
The campaign encouraged customers to visit fbb’s Instagram profile, increased brand affinity, and showcased its fashion designs in a creative way. With a strong call to action to “Swipe up”, the brand effectively generated leads and pushed sales by taking the viewers to its campaign microsite. There, they could fill out a form and give their name, email and phone number to receive an SMS with a coupon code that could be redeemed for discounted purchases in-store.
fbb’s interactive love story on Instagram Stories paid off. Between September 17–October 8, 2019, the campaign achieved:
28% increase in coupon redemption rate from Instagram campaign compared to other channels during the same period
More than 20,000 store visits driven by Instagram campaign compared to other channels during the same period in West Bengal
About $900,000 USD sales from store visits driven by overall campaign
22% increase in customer visits during Instagram campaign period compared typical in-season visits in the previous year