The Allen Solly Winter Dress Fest, launched in Delhi, Mumbai, Bangalore, Pune and Chandigarh, invited women across these cities to have the first pick of the new line of winter dresses, try them on and then get photographs taken in front of a specially-created backdrop in selected stores. These photographs were shared to Facebook and Twitter, and the Allen Solly community voted for their favourites.
Three winners in each city will now get shortlisted by a panel with people from Allen Solly and Elle, and get an opportunity to feature in a professional fashion photo shoot for the February edition of the Elle.
Instead of focusing the activity on Facebook only, and also in an attempt to involve Allen Solly fans from cities where the Dress Fest wasn’t taking place, we integrated our Twitter community in the activity through a series of micro-contests. People were encouraged to upload pictures of themselves, in sync with different cues that we shared, such as ‘office formals’, or ‘black’.
We’ll have a case study up, with more details, soon!
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