Step 1: Background

Boishakh is the biggest cultural festival in the country, celebrated by all. Aarong has always been a popular shopping destination for Boishakh ensembles and paraphernalia. For all the fashion brands in Bangladesh, Boishakh has always inherently portrayed a traditionally Bengali outlook, be it in terms of creative execution or overall communication. This creates a confusion in terms of differentiating between the different brand ommunications. Aarong has been a pioneer in creating a unique Boishakh persona every year that separates them from other brands’ communication.

This time around, we wanted to maintain this unique approach and take things up a notch through the creative execution, both in terms of production and communication. Bangladesh is predominantly Facebook centric as a nation. With 32 million people on Facebook and over 23 million interested in fashion, we knew a solid Facebook campaign was the key to actualize our vision.

So keeping this goal in mind, we set out to craft the biggest Boishakh fashion campaign in Facebook in Bangladesh!

Step 2: Campaign Goals

1. Atleast 30% increase in website traffic, 40% from Facebook

2. Atleast 50% increase in new customers for aarong.com (compared to monthly average for new customer acquisition)

3. Atleast 1,000 online purchases in total, gain at least 40% of total sales conversion from Facebook

4. Attain a Reach vs. Engagement ratio of at least 10% for Facebook overall and at least 12% for Facebook remarketing

5. Use innovative ad and engagement tools in Facebook

Step 3: Big Idea

Create a fusion between colorful traditional attires with modern bold outlook for the photoshoot and AV as well as drive consumer engagement both through Facebook engagement tools and sales offers to gain maximum sales conversion.

Step 4: Execution