Tanishq (Tanishq Textiles) is a luxury #fashion brand specializes in ready-to-wear clothing, lifestyle accessories, and fragrances. This house of haute #couture clothing has its outlets in Toronto Downtown and an online shopping portal- www.TanishqTextile.com. Brand recognizes young professional men as their primary target market, specifically from the age of 20-35. Tanishq has a vast number of premium quality suits with daily wear accessories like- luxury watches, ties and leather belts. Tanishq has their secondary target market of working women from the age of 20-35 and provides them with chic range of blazers, skirts, blouses. The brand also has its own fragrance line.

Social Media Platforms

While marketing on social media platforms it is important to reflect on what platform a brand is considering to attract customers. Tanishq has chosen Instagram, Facebook, and twitter, wisely from the vast array of social media platforms. These three platforms have not only been chosen as they have bulk of audience on it but because of some special features available on each of these social media platforms. #Instagram is well known application, the use of hash tag has made it more famous, and this will help the target audience to scrutinize their searches on the brand, as Tanishq will be regular with the hash tags while approaching customers on Instagram. Undoubtedly, #Facebook is still the widely used platform, and Tanishq will take advantage of the diversity that it provides and Facebook insights will lead to quickest results as how customers has reacted. Uplift SEO (Search Engine Optimization) for the business is another perk of Facebook. #Twitter is one of those platforms on which almost every celebrity has an account, which will be beneficial if Tanishq wants to go for influencer marketing. Delivering customer service on Twitter is not only easy but quick as well. Responding to recommendations, replying to complaints can be easily tackled on Twitter.

Campaign Objectives with Editorial Calendar

Objectives of campaign are primarily going to make customers aware of the luxury clothing brand and the range that it offers. Like any other business, this fashion house is also focused on  maximize sales and increase their market share at the same time. To accomplish the goal brand has already come up with its editorial calendar which announces that Tanishq is going to start month of august by providing 15% off on the total purchase on the long weekend (the occasion of #Civic Day) which will be posted on all the social media platforms, twice a week before the discount. Furthermore, it has set to give away coupons in the end of second week on all platforms, which contains buy 1 and get 50% off on the men and women wrist watches. In the mid of august, and on the arrival of third week- Tanishq has planned to launch its new #fragrance line called as “Tanishq Prime” and will be published on all the social websites chosen, thrice on Facebook and Instagram and twice on Twitter, this week. In the final week, #clearance of summer collection with 40% off on the entire store will be notified to customers on all the platforms twice this week.

Tools

Tanishq is planning to rely on #Hootsuite and #Google analytics to track the progress of campaign. Hootsuite is a social media management tool to manage social networking platforms in one go. The major benefit of Hootsuite is that post can be scheduled to be published at regular intervals on some future time or date. Hootsuite is time and cost efficient tool and provides business a trial for 30 days and then $29/mo. Close watch on audience engagement and metrics (likes on posts and followers) is the key benefit which further helps to measures results in pretty easy way (Hootsuite, 2019). Google Analytics is a free service that analyzes the web traffic on the website as it measures the #bounce rate (the rate in which visitor turn the website off after visiting one page) and the #conversion rate (the rate which converts the visitor to buyer). Google analytics provides the clear picture and results of the viewers and visitors on social media posts and company’s website respectively (Google, 2019).

User Generated Content

UGC (User Generated Content) is any content like images, video, blogs that has been published by consumer. For illustration- a customer has uploaded his/her #Fila shoes on social media platform just to flaunt, but now it’s a content generated by user,  which indirectly leads to the promotion of product from user rather than brand. It is quite powerful as it places the customer in center of attraction. Basically it is the powerful technique to lure more potential customers by compelling existing customers to post company’s products on their personal social media platforms. UGC surely increases the trust and the authenticity of the brand. It works like “word of mouth” when users promote product to their acquaintances. Tanishq is absolutely going to take advantage of UGC, as brand is going to distribute “Refer-To-Friend” coupon for the month of august, to the new customers on website. When customers places their first order they will receive a 10 digit code and after posting the code on any social media platform with the brand’s website link, customer will get 15% off on next online purchase. This will further help Tanishq to increase their customer base and will ultimately lead to maximized sales as well as broader market share.