In India, fashion and professionalism go hand in hand. And for Van Heusen, India’s number one premier lifestyle brand for men, defining the leading edge of fashion is their profession. With dozens of new competitor brands entering the market, Van Heusen needed to solidify its reputation with the next generation of business professionals.
Digital was the clear answer. 80 million Indians are online every day but nobody is wearing their suit on Facebook or Twitter. LinkedIn however offered a professional environment with 2 new members joining every second and 75% of them holding college degrees – more than any other social media.
In an unprecedented partnership with LinkedIn, Van Heusen launched the search for the “Most Fashionable Professional”. A bespoke website gave the 21 million users the chance to nominate the most fashionable professional in their personal network, with the average time spent exceeding four minutes per visit. Both nominees and nominators received gift vouchers leading to 5,000 nominations from 30,000 unique visitors and 15,000 new connections. The site continued to engage by providing tips from top fashion professionals and live leaderboard results from the most nominated profiles. Video content amplified the campaigns across all mediums, driving extensive PR coverage across business publications and blogs.
Named as one of the top 8 LinkedIn marketing campaigns worldwide by Mashable.com, the month-long event reached over 1.5 million LinkedIn users and put Van Heusen in the conversation with business professionals, proving that fashion and success are truly linked.