Categories Name : South Awards For Special Marketing
Sub-Category : Talent/ Influencer Marketing - Retail
Entry Name (Campaign) : Lulu LoS: Reigniting the Excitement
The “Lulu On Sale” event at Lulu Mall Trivandrum epitomizes the effectiveness of integrated marketing, deploying a multi-channel strategy that reaches diverse customer segments. The campaign capitalized on Google Ads for direct outreach, ensuring visibility among those actively seeking shopping deals. Social media channels were harnessed to engage a broader, younger audience, sparking conversations and shares with compelling content and real-time updates. A novel WhatsApp campaign played a pivotal role, offering personalized experiences with humorous ‘leave letters’, creating a sense of individual attention and fun. The teaser campaign, “Make Space for New”, stoked curiosity, leveraging the suspense and excitement akin to that of a sports game, encouraging shoppers to prepare for the new collection. Influencers were key players, their curated scoreboards and savings stats akin to sports analytics, strengthening the shopping experience’s parallel to sports events. For traditional media, the ATL strategy utilized cricket commentary-style ads in theaters and on radio, tapping into the cricket craze to attract a captive audience. The BTL approach made a visual statement with creative bus shelter branding and movie poster-like promotions, effectively turning heads and creating a buzz in high-traffic areas. These efforts unified to forge a cohesive, engaging campaign that not only echoed the enthusiasm of a sporting event but also solidified Lulu Mall’s position as a leading shopping destination, achieving a broad market penetration and reinforcing customer relationships.