Vogue Eyewear launches digital mosaic to unveil its brand endorser in India

Besides unveiling the celebrity, with this activity, Vogue Eyewear expects to increase its fan base on both Twitter and Facebook.

 

 Italy-based Luxottica Group's Vogue Eyewear brand, which has recently signed up a celebrity brand endorser in India, has launched a digital teaser campaign to unveil the star. On its website, the brand has launched an activity which it claims will build the world's largest user-generated mosaic to reveal her (http://www.vogue-he campaign will be on till March 31 and by that time, the agency expects it to be built up to reveal the new face of the brand. The mosaic will need a total of 20,000 pictures and since its launch on February 18, the campaign has so far received around 10,500 entries. Explaining the brief behind the campaign, Suva Ghosh, executive director, Asia, Brandmovers, says, "Vogue has Eva Mendes as its global face and when it signed up a Bollywood celebrity as its new brand ambassador for India, the brand wan

Designed by interactive agency Brandmovers, the mosaic, titled 'Guess Who', lets the user connect to the campaign and be a part of it through a Facebook or Twitter login. Users need to click on the 'Guess Who' tab and connect through Facebook or Twitter to pick their guess from the given list of celebrities. The response will be shared oThe agency claims that the mosaic takes into account only one unique profile as an entry, which means that if a person logs in several times using either Twitter or Facebook, he or she will be counted only once. However, when we checked, we found that the same person can log into the campaign twice, using the Twitter and Facebook profiles.n the users' Facebook or Twitter page with the hashtag #GuessWhoIsInVogueEyewear.
xplaining the brief behind the campaign, Suva Ghosh, executive director, Asia, Brandmovers, says, "Vogue has Eva Mendes as its global face and when it signed up a Bollywood celebrity as its new brand ambassador for India, the brand wanted not to follow the traditional way of unveiling the face on TV or print. Hence, the 'Guess Who' campaign on social media was conceived so that it can also generate engagement on social media for the brand." The agency claims that the mosaic takes into account only one uniqu



VIVEK PATHAK
PGDM 2sem