Building a brand for Real Girls – Peperone

In a market with established brands like…

…how does a new brand like Peperone, sans celebrity names such as Kareena Kapoor and Priyanka Chopra connect with its primary customer – while still maintaining the chic standard that the girl next door aspires for?

Business Challenge

OURSOLUTION

We turned the game around:

Why make a made up model or actress your role model when the real girl is, well, more real!

• We went offline and integrated it with digital to identify 6 real world influencers from colleges, who would feature in Peperone’s annual lookbook and act as the first-movers to recommend Peperone.

• This was combined with a blogger outreach program, where bloggers reviewed the products.

• Pinterest was leveraged as a platform to create relevant conversation.

Offline - College Posters

Online – Twitter

Online – Blogger Outreach/Reviews

Building the

branbrand

BloggerOutreach

Facebook , Twitter & Pinterest

Annual Lookbook

College Posters

Brand Endorsement

via college students

• We succeeded in creating buzz and engagement both in the offline and online space, without using any paid media.• Influencers and bloggers spread the word and published reviews on the products, all organically!

Impact