TITAS FOOTWEAR : CASE STUDY

In this age of Globalization & the Internet, extending one’s reach beyond the

home market & connecting to your correct TG is much easier…. If & only if you

can put some strategic thinking behind it. can put some strategic thinking behind it.

What customers expect from brands online is no more intrusive messages, but a richer

experience….the possibility to know different products through more interactive relationship.

Titas Footwear – A brand more than a decade old, popular amongst the mass yet with no Social Connect….

Challenge : To create a customer connect, a platform of interaction through Facebook, generating buzz. To take the

brand to today’s youth. Thus the target was young, more fashion-forward customers who are fond of fresh &

unexpected web experience

MAGNE Consulting Pvt. Ltd worked alongside to get Titas footwear’s Social Media Presence off the

ground. From starting with zero to little & now many conversation through Facebook we created few ground. From starting with zero to little & now many conversation through Facebook we created few

cohesive strategy in order to grow their Online Fan base.

Strategies : 1. Creating a Voice for the Brand – #Chotu Ki Kahaani ( Personalizing the Brand )

2. For a Cause – #Ek Jodi Juta (Securing future of lesser privileged children)

3. Online/Offline Integration Campaign ( FIFA FEVER & Wheel of Freedom)

4. Showcasing Titas Production & Product Strength – #Titas Tales

RENDITIONSRENDITIONS

Creating a Voice for the Brand – Chotu Ki Kahaani ( FB Page :

https://www.facebook.com/titasfootwear)

For the first time ever in any Footwear brand History, a VOICE was created, a character that speaks of

Societal happenings, whether it’s paying tribute, enjoying festivals, playing pranks or criticizing any

Societal Menace.

‘Chotu’ was created – a living Child character with whose intellect today’s youth can relate to, someone

who thinks alike , who connects well with the younger generation….

A Few Topics , Chotu Spoke About

1. Cricket World Cup 2014 - Sab ki Chakke Chura diya, Hum Hain 'Indiawaale‘ ( After India qualifies

beating Pak, West Indies & South Africa)

2. Societal Trends – Here when asked by Teacher about Chotu’s favorite book his answer was Facebook

3. Societal Happening – 1.Where Chotu celebrates India’s win at Wimbledon

2. US President Barack Obama’s visit to India .

4. Societal Menace – Where Chotu along with rest of India Prays for Nepal

5. Societal Menace – Where Chotu talks about Maggi’s Ban in his own style

Few Communications in the FB Platform

The Cause – Ek Jodi Juta (http://www.ekjodijuta.org/)

A Social Initiative sponsored by Titas Footwear & Conceptualized and Managed by MAGNE Consulting Pvt.

Ltd where a new pair of school shoes is given to less privileged child for every 5 pair of old shoes

collected from different Schools across City.

Founded in March 2014, Ek Jodi Juta initiative has grown manifolds in a very short span. We have

successfully partnered schools like Shri Shikshayatan, Ashok Hall , DPS New Town/ Megacity, Modern

High School, Akshar , Dolna School & many more. Our NGO partners Responsible Charity, Lions Clubs

& many more.

With this cause we wanted to enable lesser privileged children to take the first step towards Education

Currently we are having more than 20 schools supporting this Cause & we have been successful in giving

away more than 500 pairs of New shoes

Titas Tales – Manufacturing Story of Titas Footwear (http://www.titasfootwear.com/)

Perhaps the only National Brand to showcase it’s Manufacturing & Production Unit in Facebook.

A brand that ensures the best delivery, style for each of it’s customer with it’s expert Team & State of the Art Machinery.

Offline Campaigns : FIFA FEVER/ Wheel Of Freedom/Christmas

Charted out on ground Store level programs for Siliguri stores based on the Events like FIFA World Cup,

Independence Day & Christmas to ensure primarily store Sales & Footfall in the year 2014…..

List of Activities Planned & Executed apart from the VM part was :

1. Quizes – correct answers were accompanied by FIFA goodies & Titas Scratch Card ( FIFA EVENT)

2. Spin the Wheel of Freedom & win upto Flat 50% Off on answering correctly ( Independence Day)

3. Use of Mascot Doraemon & Santa Claus to attract people inside the store ( Christmas Event )3. Use of Mascot Doraemon & Santa Claus to attract people inside the store ( Christmas Event )

4. A ’ Santa March’ was organized in Siliguri on the eve of Christmas which was accompanied by more

than 500 people alongside Santa Claus ensuring the success of the March

5. Free Shoe Polish Kiosk was put up outside store

6. Video was made talking about promotion & direction to Titas Store & populated through FB

Result :

1.Top line Growth

2.We had gained more than 1500 people from Siliguri by running community building Ads

focusing North Bengal which was one of the key focus area for the brand

3.Produced 2 videos that garnered more than 1300 video views with an average cost of Rs.3.89

per video view

4.Facebook showed a growth of more than 2000 likes in a month; unlike that of a footwear brand

IMPACTIMPACT

Till date in a span of 1 yr & 8 months Titas Footwear has gathered over 42000 fans on Facebook

In this span the Total Reach was more than 4 lakhs in Facebook

One third of the Facebook users have used Titas footwear

THANK YOUTHANK YOU