Raising The Glam Quotient In 2021 With Lavie
Lavie’s influencer marketing campaign for New Year 2021 celebrates women’s impulsiveness and independence
By Rachit Juneja
Feb. 16, 2021
“Influencer Marketing takes credibility one step deeper - it lies within the middle ground between Word of Mouth and Celebrity Association.” - Bhavneet Sejpal, Marketing Head, Lavie
Lavie, India’s go-to brand for fashionable bags for all occasions and moods, has established itself as one of the best handbag brands in the country with its first bag collection showcased in 2010. It is an in-house brand launched by Bagzone Lifestyles Pvt Ltd. Its tagline - ‘Fickle Is Fun', reflects the brand’s focus on independent, spontaneous, and vivacious women of today, with a wide variety of bags to choose from to suit each mood and occasion.
Synonymous with style, zeal, and sophistication, Lavie caters to the women of today and celebrates their impulsiveness. To kickstart 2021 by raising their glam quotients, Lavie collaborated with a number of fashion and lifestyle influencers, in order to start the new year with fresh and fashionable fads with Lavie’s new collection of bags. We got in touch with Ms. Bhavneet Sejpal, Marketing Head, Lavie to learn more about the same, and here’s what we got to know:
On the objective of the campaign:
“The objective of our New Year’s campaign was to build reach and awareness amongst our target audience. We wanted to disseminate and create conversations around our brand messaging amongst our audience in a manner that they would like to see it in. Our aim was to reach audiences in metro cities - tier 1, 2, and 3. We wanted to celebrate the ‘New Year, New Bag’ theme.”
On Influencer Marketing for this campaign:
“Influencer Marketing takes credibility one step deeper - it lies within the middle ground between Word of Mouth and Celebrity Association. Word of mouth comes in handy once the purchase has been made, so influencers cover the up for it by showcasing and styling the product in a very real and organic manner. As we want our messaging to be more believable amongst our customers, we resort to associating with influencers, while pertaining to different geographical areas. In addition to that, customers in the digital age want to understand how to style their bags with different outfits and see what’s trending, so associations like these work well for a fashion brand like ours.”
On the choice of influencers:
“Our choice of influencers depends on firstly, identifying our market - where in India we want to reach out to, after which we look for influencers who cater to those areas and regions. Apart from that, we have internal qualitative parameters for making the final choice - like the kind of content they deliver, brands that they work with, whether they will be able to bring out the right message for the brand and give an honest review for the products. For this campaign, we had over 200 influencers on board, belonging to the mid-sized and micro categories. We believe they deliver strong content which is high quality and relatable, which helps in building trust with our customers.”
Anushka Sharma is the Brand Ambassador for Lavie. Why did you feel celebrity association was necessary for the brand?
“We have been the pioneers of Brand Ambassadorship in the Handbag sector as we were the first brand that was associated with Kareena Kapoor 10 years back, for the same. Celebrities have a nationwide influence on audiences. As for our association with Anushka Sharma - she is a vibrant individual who exuberates vivacity and impulsiveness and we believe she is the perfect fit for Lavie.”
Thoughts on allowing creative freedom to influencers:
“Our main mantra is to let influencers deliver the kind of content that they enjoy making while letting them know the “don'ts” because they are very well aware of the “do’s”. They know exactly what they need to do and are aware of what works well for them and their audience, so apart from advising them to remain with a reign, we leave it upon them to experiment and have fun with the product - the way you wish to.”
Journey through COVID 19:
“Like every other business, COVID 19 has impacted our business as well. Once the lockdown was imposed, there was a little bit of uncertainty, and things did come to a standstill. As we are a young team, we collectively found the courage to keep up our spirits and indulge ourselves into implementing a few things which were a little out of the box on digital. We resorted to keeping in touch with our audiences on social media and in terms of business, we pivoted towards online platforms, for obvious reasons like safety and convenience.”
A trend in Influencer Marketing that you think here is here to stay:
“Video content and Reels are here to stay. Reels are fun and account for snackable content - shorter videos that are entertaining and amusing to watch. Additionally, I believe that the more content you put out, the more engagement there is, which is how over a period of time we have gathered 500k plus followers and Instagram and 350k plus on Facebook.”
As evident from Sheeko’s Activity Graph and Brandscore Ratings, Lavie has been considerably active on digital platforms in the past year, but since the inception of their campaign for New Year’s in January, there has been a significant increase in their numbers.
On Lavie’s plans for the future, the brand wishes to collaborate with more regional influencers and dig a little deeper into smaller cities - to reach a wider range of audiences and customers.
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